In brief: Create new TOV that sets Mazda up as a challenger car brand – on radio.
Making a short story long: Mazda didn’t really have a ‘brand’ as such. Most TV advertising was done on an ad-hoc basis with no real thread running through all their work. This represented an opportunity for us to carve a niche for the brand on radio. The result was a calm, considered approach that echoed the way Mazda engineers approach problems.