Mazda launches 1940s mystery-inspired commercial

Mazda has launched a 1940s-inspired television commercial to promote its new CX-3.

The ad, created by its creative agency CHE Proximity, features a woman waiting in a Mazda getaway car for a detective as he tries to solve a mystery.

The ad promotes the car’s features including its in-built telephone system, “timeless design”, merging lane sensor and “captivating performance”.

During the ad, the voiceover positions the car as a “modern classic”. CHE Proximity’s ad still uses the car’s tagline: “Zoom Zoom”.

In addition, another Mazda TV ad has launched to show the diversity of Mazda’s CX-9 model.

The CX-9 ad features one couple using their car to go to dinner on a Saturday night and taking the kids to Sunday sport. The CX-9 model is positioned as a car where “luxury meets family”.

Credits:

• Mazda CX-3
• Agency – 1Mazda @ CHE Proximity
• Managing Director – Martin Griffin
• Creative Directors – Dom Megna and Rogan Briggs
• Producer – Justine Kubale
• Account Director – Ferne Archer
• Account Manager – Kelly Saueracker
• Content Editor (CHEP) – Damian Capicciano
• Audio Designer (CHEP) – Matt Thompson
• Production Assistant – Nina Weiss
• Production Company – Revolver
• Director – Bruce Hunt
• Executive Producer – Catherine Jarman
• Mazda CX-9
• Agency – 1Mazda @ CHE Proximity
• Managing Director – Martin Griffin
• Creative Directors – Dom Megna and Rogan Briggs
• Producer – Justine Kubale
• Account Director – Ferne Archer
• Account Manager – Catherine Collins
• Content Editor (CHEP) – Damian Capicciano
• Audio Designer (CHEP) – Matt Thompson
• Production Assistant – Nina Weiss
• Production Company – Interrogate
• Director – Ash Bolland
• Executive Producer – Tara Riddell
• Directors: CX-3 – Bruce Hunt and CX-9 – Ash Bolland

Abigail Dawson

Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.

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topics CHE Proximity mazda

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Comments: 7

KGB 14 Sep 18

I hope Mazda and Budget Direct split production costs!

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Richard 15 Sep 18

Like it. Long time since I’ve seen a fun, glamorous car spot.

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Trainspotting 17 Sep 18

Set in the 50s by the looks of the cars featured.

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Vivienne Kelly 17 Sep 18

Hi Trainspotting,

Well spotted. We checked in with CHE Proximity, and they have said it’s inspired by the 1940s to 1950s era, so we’ve updated the story accordingly.

Thanks for flagging,
Vivienne – Mumbrella

Who is driving the red Mazda? 17 Sep 18

It looks like Uma Thurman driving the new Mazda. Is it Uma? Who is it?

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Tiff 21 Sep 18

I was googling the same!

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Please post your results. 25 Sep 18

I’m curious because the driver looks so much like Uma Thurman. ?

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