Mazda is getting emotional. The brand and its dedicated agency The Garage/Team Mazda have debuted the "Driving Matters" campaign, which seeks to solidify the brand promise that comes along with its famous classic "Zoom Zoom" tag.
The new ads seek to deepend consumers' emotional connection to the brand. The first spot, a 60-second ad directed by RSA's Jake Scott and featuring a poetic V.O. from Breaking Bad actor Aaron Paul, shows the life progression of a male driver. He starts out as a teen learning the ropes from his dad in a parking lot. He buys a second-hand Roadster which takes him through college -- and helps spark young love. The story moves on to when he gets married and goes for the more practical Mazda3 and then the family-friendly CX-5 crossover, to his middle-aged years when he tries to reclaim his old self with a new MX-5, which "reminds you of when you were you."