Mazda North American Operations, Irvine, Calif., unveils its new Protege sedan in a 30-second commercial breaking Oct. 15 in prime time on NBC and ABC. The spot, created by W.B. Doner
& Co., Southfield, Mich., uses snippets of four personalities quickly morphing through an urban environment. Page print ads break in November issues of entertainment and lifestyle books. The campaign uses Mazda's new tag "Get in. Be moved." Spending was not disclosed.
Copyright October 1998, Crain Communications Inc.