LOS ANGELES -- Mazda is launching a national advertising campaign tonight touting its driver-focused approach to designing and building vehicles.
The campaign pursues Mazda's desired identity of building vehicles that are fun to drive. TV spots ask viewers what they drive and why, adding "We believe if it's not worth driving, it's not worth building. We build Mazdas."
The brand's "zoom zoom" tag line is part of the campaign. A voice whispers the phrase at the end of the TV spots.
The campaign is the first undertaking of Team Mazda, the new advertising team created in October. Team Mazda is part of the WWP Group of London, which Mazda hired in June 2010 to take over global advertising efforts, ending Mazda's 13-year relationship with Doner of suburban Detroit.