Mazda North America Launches Second Installment Of Feel Alive® Brand Campaign

April 9, 2019 by Mazda

•Mazda signals new era through latest campaign, launching the all-new 2019 Mazda3 – the brand's next generation of product

•New FEEL ALIVE® campaign will debut during NCAA Championship game through 60-second launch film, 'Dream Bigger'

•Mazda partners with multi-platinum recording pop artist Haley Reinhardt

IRVINE, Calif. (April 8, 2019) – Mazda North American Operations (MNAO) solidifies its path to premium, debuting the next phase of its brand campaign, FEEL ALIVE®. Aiming to evoke feelings of wonder and inspiration, the new spot titled, 'Dream Bigger,' will officially launch the all-new 2019 Mazda3, the brand's next generation product. The spot will begin airing on April 8, 2019 during the NCAA Championship game.

'Dream Bigger' was conceived by Mazda North American Operations and Garage Team Mazda. The team took a refined and humanistic approach to the campaign, differentiating it from traditional auto commercials. Adding to the inspirational tone, musical artist Haley Reinhardt artfully covered 'Dreams' by The Cranberries, bringing the song to life in a new and modern way.

'The team and Haley truly helped us tap into the rich and deep emotional feelings that the driver experiences about their Mazda,' said Dino Bernacchi, Chief Marketing Officer for Mazda North American Operations. 'By literally transcending the conventional rubber to the road experience, the ad connects with our consumers' desire to push their limits—to go beyond the ordinary.'

In 2018, Mazda launched its initial brand-focused campaign, FEEL ALIVE®, which was a major departure in a category of sameness best known for deal marketing. The FEEL ALIVE® campaign appeals to the Independent Achiever, a new target customer for Mazda that is more creative, ambitious and imaginative. The Independent Achiever is also a more discerning customer that shares two important values with the Mazda brand – high expectations and a constant drive for improvement.

'FEEL ALIVE® directed the brand on a new course with our newly defined Independent Achiever target,' said Dino Bernacchi, Chief Marketing Officer for Mazda North American Operations. 'While the campaign has resulted in achieving our goals of increasing brand opinion, interest and consideration, we knew that for our next generation product, we had to evolve our message to signify this new era for the brand.'

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'Dream Bigger' builds on the FEEL ALIVE® foundation by demonstrating how Mazda helps customers achieve their goals by being a source of inspiration and enrichment, and uplifting them to feel alive. The 'Dream Bigger' initial launch film features the all-new Mazda3, a vehicle that will attract younger, more premium-minded buyers looking for a means to express their professional and personal aspirations.

CREDITS

ADVERTISING AGENCY: THE GARAGE

Chief Executive Officer: Michael Buttlar

General Manager: Brad Audet

Chief Creative Officer: Erich Funke

SVP, Creative Director: Renato Braga

Copywriter: Evan Brown

Art Director: Vidur Raswant/Marcus Moore

Executive Producer: Jeff Perino

SVP, Group Account Director: Santiago Andrade-Marin

VP, Account Director: Dave Brown

Account Supervisor: Tessa Rogers

Business Affairs Director: Bart Kias

PRODUCTION COMPANY: SERIAL PICTURES

Director of Photography: Philippe Le Sourd

Founding Partner/Executive Producer: Violaine Etienne

Head of Production: Jennifer Gee

Producer: Malachy McAnenny

EDITORIAL COMPANY: EXILE EDITORIAL

Editor: Conor Oneil

Assistant Editor: Rex Lowry

Executive Producer: Carol Lynn Weaver

Senior Producer: Michael Miller

COLOR: COMPANY 3

Colorist: Siggy Ferstyl

Senior Producer: Matt Moran

FINISH/VFX: A52

Senior Executive Producer: Patrick Nugent

Visual Effects Supervisor: Andy McKenna

Producer: Stacy Kessler

AUDIO POST: LIME STUDIOS

Mixer: Joel Waters/Mark Meyuhas

Executive Producer: Susie Boyajan

MUSIC COMPANY: SHINDIG

Head of Production: Caroline O'Sullivan

Executive Producer: Debbi Landon

Creative Director: Scott Glenn

Composer: Austin Shupe