Mazda Launches 'Move And Be Moved' To Celebrate Human Potential And Driving Joy

Published: Friday, September 13, 2024, 1:51 [IST]

Mazda North American Operations (MNAO) is embarking on a significant brand transformation with its new platform, "Move and Be Moved." This initiative aims to deepen the brand's connection with consumers by focusing on human potential and intentional choices. The launch film, "Choose to Be Moved," will premiere on September 12 during Thursday Night Football on Amazon Prime.

Brad Audet, Chief Marketing Officer at Mazda North American Operations, stated, "In a world full of distractions, consumers are faced with so many choices to create a life that moves them forward; we want to celebrate those who believe simply moving through life is not enough; we move forward when we surround ourselves with people, places and things that move us." He emphasised that the new creative approach highlights drivers who live with intention.

The campaign is directed by Nicolai Fuglsig, an award-winning director known for his immersive storytelling. The film showcases individuals like Nika Mühl, a WNBA Rookie on the Seattle Storm; Cliff Kapono, a biologist and professional surfer; and Helio Meza, an MX-5 Cup Racer. These personalities embody the spirit of living with purpose.

The "Move and Be Moved" platform is part of Mazda's broader strategy to restructure its brand through experiences, products, and marketing. This comes at a pivotal moment in the company's 104-year history, marked by record sales growth. The aim is to make the brand more meaningful to consumers by celebrating the joy of driving and living.

Mazda's new creative direction takes a driver-forward approach, putting human experiences at the forefront. The campaign connects the joy of driving with the joy of living by highlighting the deliberate choices people make in their lives. This aligns with Mazda's commitment to understanding customer needs through global co-creation.

"Nicolai truly brought the essence of 'Choose to Be Moved' to life in a moving, inspirational way," said Audet. "The creative behind this platform sets the tone for how we show up in culture, against competitors and for our stakeholders."

Japanese Roots and Global Reach

Mazda's Japanese heritage plays a crucial role in this new brand platform. The company aims to deliver joy and thoughtful service while fortifying its cultural presence and competitive stance. More information about Mazda's new brand platform can be found on MazdaUSA.com and YouTube.

Mazda North American Operations oversees sales, marketing, parts, and customer service support for Mazda vehicles across the United States, Canada, Mexico, and Colombia through approximately 795 dealers. Operations in Canada are managed by Mazda Canada Inc., in Richmond Hill; operations in Mexico are managed by Mazda Motor de Mexico in Mexico City; and operations in Colombia are managed by Mazda de Colombia in Bogota.

Mazda was founded in Hiroshima, Japan, and has a long history of craftsmanship and innovation. The company aims to enrich life-in-motion for its customers by putting humans at the center of everything it does. For more information on Mazda vehicles or media resources like photography and B-roll footage, visit news.mazdausa.com.

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