Mazda Motor of America June 11 breaks a TV campaign in 50 markets themed "I want it all;" it expands to network in July. The campaign features separate spots for five models, positioning Mazda as an alternative to other makes; a humorous Protege spot positions that model as the black sheep of its market. It is the last Mazda campaign from Foote, Cone & Belding, Santa Ana, Calif.; FCB, San Francisco, now handles creative on the $240 million account. Separately, John McKee left as senior VP and lead creative director on Mazda in Santa Ana, but Exec VP-General Manager Welton Mansfield denied the office would close.
Copyright June 1997, Crain Communications Inc.