2013 Mazda CX-5 gets 'Seuss-ifed' in new ad campaign
Although Lexus and Ford recently chose to create ads featuring super models, Mazda North American Operations (MNAO) has decided to take a more wholesome approach. Mazda has just partnered with Universal Pictures and the new animated movie Dr. Seuss’ The Lorax, which opens March 2. Mazda’s press releases states that the automaker was chosen to be a partner with the film “because of its innovative SKYACTIV® TECHNOLOGY and commitment to empower consumers to make more informed choices for their families and the environment.” Like Mazda’s Skyactiv Technology, The Lorax touts an environmentally friendly message as its main character is a guardian of the forest.
The partnership has resulted in two commercials depicting a “Seuss-ifed” 2013 Mazda CX-5 crossover SUV driving through the "Truffula Valley,” which is featured in the film. The “Seuss-ifed” Mazda was created by Derek Jenkins, Mazda’s U.S. Director of Design and his team, along with Illumination Entertainment, the animators behind 2010's Despicable Me. The teams utilized sketches of the vehicle along with cutting-edge animation technology to come up with an animated version of the CX-5 that looks like it drove straight out of the movie.
The new ad appears to be the perfect opportunity for Mazda to cross-promote their new Skyactiv Technology according to Don Romano, chief marketing officer, MNAO: