Mazda has a long history in the auto industry, having started to make motor vehicles in 1931. Over the many decades, it has evolved as a company with different brand presentations. As the 21st century began, Mazda presented itself with a new and more youthful image that also reflected a completely new direction for its products.
The tagline ‘Zoom-zoom’ was created which evoked the universal ‘Joy of Motion’ which Mazda owners know all about and enjoy. First established by Mazda globally in 2004, Zoom-Zoom clearly communicated the ‘emotion of motion’ – experienced as a child – which continues with us through life.
The emotive brand film underlined the driver-focused DNA that was a core characteristic common to the all-new and game-changing models Mazda was introducing in that era – from the Mazda6, Mazda3 and Mazda2 as well as instant icons such as the RX-8 and MX-5.
Many will remember the epic declarations like ‘These are the only kind of cars worth building’ and ‘These are the only kind of cars worth driving’ – with the emotion-stirring music that showed Mazda owners enjoying their cars.
Now, Mazda Australia releases a new spin on its iconic Zoom-Zoom brand mantra to capture once again the pure emotion of driving. Headlining the rollout is an all-new brand film that captures the essence of the original campaign, and re-establishes Zoom-Zoom for today.
Reviving the signature ‘Zoom-Zoom’ whisper, the 30-second film references the simple happiness delivered by the emotion of motion, the excitement of youthful independence and the purity of family connection.
“We’re reinstating the essence of our brand. Ask any Australian what they associate with Mazda and it will almost certainly be Zoom-Zoom, so it made perfect sense to go back to our roots, reflect on our core purpose and celebrate the pure joy of driving we’ve always strived to deliver through each and every car we make,” said Mazda Australia’s Marketing Director, Alastair Doak.
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