Mazda plugs youth offer

Developed by DMG agency D3, the push consists of TV, print, interactive and point-of-sale components and is designed to appeal specifically to a youthful audience, which a spokesperson for D3 described as “the self-expressive post-80s generation”.

Media planning and buying was also handled by D3.

The TV commercial shows off the vehicle’s clean lines and sporty image while linking it to musical elements.

In the opening shot, a vinyl record spinning on a turntable blends into an alloy wheel in motion; the disc is then scratched by a DJ, drawing a comparison with the car’s sharp handling as the driver turns the steering wheel. The DJ adjusts a control on his decks as the driver of the car shifts up a gear and accelerates, while the open road becomes the neck of a guitar.

The car then proceeds to drive around a giant, pulsing speaker and into a pristine, futuristic space with contemporary white pillars. The driver and passenger in the car are shown to be an attractive young couple. “There’s an emotional link between the visual and the soundtrack that connects with the youth audience,” explained the spokesperson.

The spokesperson added that the television spot would work in conjunction with the print advertising and online work to encourage potential buyers of the car to seek out a test drive.

The Mazda2 hatchback, described as a “state-of-the-art B-segment commuter”, competes against marques such as the Toyota Yaris and Skoda Fabia in the small car category in mainland China.