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AUTO INDUSTRY NEWS
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Irvine-based Mazda adopts a new ‘Anthem’

The carmaker’s ad campaign aims to highlight its history, innovation – and asks a simple question.

BY BEN GIBBSPublished: April 14, 2011 09:20 AM

Irvine-based Mazda North American Operations’ new advertising campaign, titled Anthem, aims to highlight the carmaker’s history of innovation, design and commitment its rallying cry “Zoom-Zoom” – and then it asks, “What do you drive?”

"In short, we are provoking the conversation about what you drive," said Harvey Marco, chief creative officer for Garage-Team Mazda, which developed the promotion. "This is a brand that at its very core has a passion for driving. It's a truth about who we are and what we've always stood for."

The ads debut this month between popular televisions shows such as “The Office,” “Dancing with the Stars,” “Grey’s Anatomy” and the NBA playoffs. Ads also will appear on social media sites for the next year.

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