Mazda Driving Matters-05

Mazda wasn’t always so cool, you know? There was a time when bread and butter cars from Hiroshima were about as exciting as well, bread and butter. Wasn’t that long ago, actually. Then we entered the new millennium, Zoom-Zoom came along and as they say, the rest was history.

For this writer, Mazda’s Zoom-Zoom brand campaign is the best in town bar none. It was steadfast in focus since day one (for those who love to drive), is instinctive and catchy (the way ‘The Relentless Pursuit of Perfection’ is not) and effectively tugs at the heartstrings of its target audience.

Lines like “all children know it, some adults remember it, one car company refuses to outgrow it” and “these are the only cars worth building, these are the only cars worth driving” can soften the heart of the most jaded enthusiast. Put on your headphones, view the video below and share with us your thoughts on it.


Of course, you need the products to back the talk up. The first Zoom-Zoom car was the first-generation Mazda 6 that came out in 2002. Bucking the mid-size trend at that time, the ‘GG’ had the styling and driving to be a great ad for the ad. Subsequent models from a rejuvenated Mazda including the 3, RX-8 sports car, 5 and 2 further cemented the branding.

Why the reminiscing? It’s because Mazda North American Operations (MNAO) has rolled out a new advertising campaign called Driving Matters. Unlike what some headlines will lead you to believe, it’s not a replacement for Zoom-Zoom, which according to Mazda, will continue to be a part of the brand’s DNA. Driving Matters is the sequel to the North American Game Changers campaign that focused on the functional side of Mazda cars.

Since its inception in 2000, Zoom-Zoom has come to symbolise what a Mazda stands for – stylish, insightful and spirited – and Driving Matters will communicate the company’s core belief in the joy of driving and illustrate the emotional enhancement driving has on our lives in everyday situations, the company said.

“Through the Driving Matters campaign, consumers will get a glimpse at why driving matters so much to Mazda and why we obsess over every detail in designing our cars. Whether it’s for safety purposes or for maintaining our ‘fun to drive’ nature, it all comes down to the fact that driving matters to our customers and it matters to us,” said Russell Wager, VP of marketing at MNAO.

The Driving Matters campaign will launch with “A Driver’s Life”, an ad that chronicles the major moments and life stages in a driver’s life, like getting a license and buying your first car, through raising a family and obtaining your “reward” car. Our young hero grows up and assumes responsibilities, but the “fire” in him never dies. All he needs is a spark…

The spot, which features a few 2016 Mazdas, will launch today in US cinemas and on TV. It’s a good ad, one that many of us who love driving will be able to relate to, even if we didn’t go to college in a Mazda MX-5. It’s a return to ad form for Mazda after the cold Game Changers. Why Zoom-Zoom? Because Driving Matters.