Henry Wallace is a well-known figure - among the business community in particular - as the first foreigner to head a Japanese company. A Scot by birth, he was seconded from the U.S. Ford and made President when Ford raised its stake in Mazda to 33.4% in May. Pre-advertising research by Mazda in Japan found that awareness of Wallace was sufficiently high to put him in a starring role.
So far, print is the only medium in which he appears. A full page two-color ad in around 50 Japanese newspapers shows a full-length picture of the middle-aged Wallace alongside copy announcing the launch of a new city car, the Demio, and the tagline: "The practical car, the enjoyable car, that's Mazda." The overall campaign is titled:"New Mazda."
Copyright July 1996 Crain Communications Inc.