×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

MAZDA TRAVELS WITH PASSION IN FCB ADS

Published on .

IRVINE, Calif.-The campaign that saved Mazda for Foote, Cone & Belding began Oct. 15 with a new tagline, "Passion for the road," and the weighty goals of turning around sales and building an image. The 30-second spots combine a brand-building message about Mazda Motor of America's "passion" with a hard product pitch about value, comparisons to rival makes and endorsements from car magazines.

To stretch the estimated $175 million to $200 million budget to compete with bigger rivals, Mazda and FCB, Santa Ana, Calif., will strive for consistency between Mazda ads and those of its dealer associations.

Most Popular
In this article: