Mazda is launching an ad campaign to promote its compact city car Mazda2, targeting GenY women.
The ads, created by Clemenger Harvie Edge (CHE), centres around the character Elena and her pinboard – a collage of her life in photographs. The ads feature the tag line “All the best things in one place”.
CHE used CGI for the entire commercial, with the Mazda2 featured as a part of all the things that make up Elena’s life, including her career, travels and the time she spends with family and friends.
Mazda is aiming to position the model as one that has the looks for the high street, can also perform on the open road, is economical and dependable.
Launching on May 9, the the campaign includes TV, outdoor, print and online ads.
Mike O’Hare, CHE Mazda creative director, said: “It offers a glimpse into the life of the type of people who might consider buying the new Mazda2, and how their car makes up a big part of that lifestyle.
“We had a definite vision of how to communicate this concept best, and the complete use of CGI in developing the campaign gave us more control over this vision.”