Mazda celebrates the joy of ‘Zoom-Zoom’ in new take of its iconic campaign via CHEP Network
One of the most celebrated automotive taglines is making a comeback as Mazda Australia releases a new take on its iconic Zoom-Zoom campaign with new work via CHEP Network.
Mazda has always celebrated the freeing and uplifting feeling of driving. This Zoom-Zoom campaign carries on this tradition, inviting all Australians to embrace the joy they feel when they’re behind the wheel of a car they love.
First established by the Mazda Corporation globally in 2004, Zoom-Zoom clearly communicated the ‘emotion of motion’ first experienced as a child, and instantly captured the hearts of Australians at a pivotal time for the Mazda brand locally.
Ashlin Moore, Mazda Australia’s national brand manager, led the campaign’s development in close collaboration with Mazda’s longstanding agency partner, CHEP Network.
Says Moore: “This new initiative is a concentration of everything that makes Mazda unique, loved and coveted here in Australia, and it perfectly reflects the enduring mission statement that Zoom-Zoom created.”
Says Alastair Doak, marketing director, Mazda: “We’re reinstating the essence of our brand. Ask any Australian what they associate with Mazda and it will almost certainly be Zoom-Zoom, so it made perfect sense to go back to our roots, reflect on our core purpose and celebrate the pure joy of driving we’ve always striven to deliver through each and every car we make.”
Headlining the latest campaign is an all-new brand film that captures the essence of the original advert of 2000, and re-establishes Zoom-Zoom for the contemporary era, evoking the universal ‘Joy of Motion’ that we’ve all shared with cars.
A wider interactive campaign that introduces immersive out-of-home, at home and social activations will also encourage Australians to actively experience Zoom-Zoom in their own way as part of the launch.
Says Glen Dickson, deputy chief creative officer, CHEP Network: “Everyone feels the joy of motion in their own unique way. But we’re also ultimately united by it. This is the beginning of bringing Zoom-Zoom back.”
The campaign is now live across multiple platforms including TV, digital, OOH and at Mazda dealerships across Australia.
Client: Mazda Australia
Marketing Director: Alastair Doak
National Brand Manager: Ashlin Moore
Senior Manager, Brand Marketing & Partnerships: Sonia Krien
Brand Marketing and Partnerships Specialist: Victoria Nguyen
Creative Agency: CHEP Network
Production Company: Collider
Director: Raghav Rampal
Media Agency: OMD
Post Production: White Chocolate
Music Supervisor: Trailer Media
Audio: Rumble
Casting: Felicity Bryne
9 Comments
More like Bwah-Bwoh 🙁
I have a real question:
How exactly does this re-establish Zoom-Zoom for the contemporary era? I mean, it’s still just shots of people driving around in a Mazda, right? There doesn’t seem to be any deeper insight or fresh truth to it. Why not just admit that Zoom-Zoom was the most popular campaign Mazda has ever done, so we’re bringing it back because, well, nothing else has topped it yet? And honestly, there’s no harm in that! But can we please skip the justification waffle? At the very least, could we make the visuals feel a bit more modern?
besides the font changing to reflect a mood of the driver/passenger – where’s the idea? The TVC lacks it. zoom-zoom being a ‘vibe’ is the strategy here, and it just sorta feels shallow and not ownable as a selling point. Good idea to bring it back. but the reality is that people won’t have known it was gone. These ain’t gonna do a thing. Need to make zoom-zoom something likeable.
Observer’s view: I saw the outdoor ads on Saturday at the train station in Central; three different posters side-by-side.
It definitely stands out compared to seeing the same poster three times, but they missed a trick by not showing different shots within the same car. It’s disconnected from the TV ad in that way—come to think of it, almost entirely!
It’s less noticeable when you only see one, but with that triple media placement, it feels slightly off. Still, it’s a fine ad that stands out in the market.
Never saw the original advert until today, by the way. Very different from Midwest car advertising, that’s for sure!
Saw the typography in the wild and liked it.
My millennial brain auto-completes the lyrics, and it’s true, I haven’t thought of Mazda lately at all.
What’s immersive out-of-home?
Dog
Car
Window
Who sings that song featured in the ad ? Its great
Powerful typography congratulations