Mazda Celebrates Hard Top's Twelve Second Erection Time


While there might be some situations in which it's perfectly acceptable to impress one's girlfriend by saying, "Babe, this thing gets hard in 12 seconds," one might want to choose one's words a bit differently when explaining to a non-girlfriend the hard top of one's new Mazda MX-5 opens in 12 seconds. That concern didn't seem to bother Mazda Europe, it's agency JWT-Dusseldorf nor Maverick Media, the company that created three videos touting the 12 second closing time of the car's convertible hard top.

The campaign, called 12 Second Thriller consists of videos (with agonizingly slow load times), posters, wallpaper and tools to create your own non-sensical 12 second trailer. While the speed of up and down times may be fun to celebrate, it's the lasting durability that counts most.

Written by Steve Hall    Comments (3)     File: Brands, Commercials, Online, Video     Oct-21-06  
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Link to 12 second thriller is bad.

Posted by: badURL on October 22, 2006 09:55 AM

The hyperlink works, but the loading times do seem to have to be addressed...

Posted by: Kurre on October 23, 2006 04:09 AM

Mazda MX-5 Roadster Coupe. The 12 Second Thriller campaign.

Mazda Motor Europe has unveiled an online-led advertising campaign, the “12 Second Thriller”, to promote its new Mazda MX-5 Roadster Coupe. Scheduled for launch in early 2007, the world’s bestselling roadster will be outfitted with the fastest folding hardtop roof currently available. It can open or close in 12 seconds flat – which beds for the campaign theme.

In addition to the advanced hardtop technology, the “12 Second Thriller” campaign plays upon the best-in-class handling and performance of the Mazda MX-5 Roadster Coupe. The roadster is an absolute thriller. And that’s why we’ve taken our creative cues and inspiration from the world of thrilling feature films. This engaging mixture of driving dynamics and movie magic speaks directly to our target audiences and exemplifies Mazda’s Zoom-Zoom personality.

The campaign idea, three “viral” films and three posters promoting were created by JWT-Düsseldorf for Mazda Motor Europe. The virals were directed and produced by Maverick Media and the online experience was produced by Syzygy-London. Check out the website and create your own thriller!

Eddy Greenwood, European Creative Director for Mazda Motor Europe’s lead agency JWT-Düsseldorf said, “It’s important for a lead agency like JWT to deliver creative ideas that work seamlessly in all media environments and that inspire all the other agencies involved to produce work of creative excellence. The “12 Second Thriller“ is just such an idea.”

Igor Karpalov, Art Director on the project said, “We wanted to tell a funny and engaging story that really took its jumping off point in the product itself.” Kurt B. Geiger, Copywriter said, “And the story’s that the new MX-5 is thrilling to drive and the retractable hardtop opens and closes in 12 seconds. So we just put two and two together.”

Damian Donnellan, Communications Manager at Mazda Motor Europe said, “We wanted to reach the core of the roadster market, and that’s the kind of people who are thrill seekers – and who not surprisingly enjoy the thriller genre – and who often spend their entertainment time online. We’re doing that and creating brand familiarity at the same time. All in a Zoom-Zoom way.”

Pieter Dorenbosch, e-Business Manager at Mazda Motor Europe, said, “As the automotive industry moves more of its advertising budget online the integration of our marketing communications and media usage is vital for success. JWT has provided the kind of creative assets that all of our communication partners can use and expand upon.”

Title: Mazda MX-5 12-Second Thriller
Films: Kung Fu, Shark and Zombies
Use: 2006 Pan-European

Client: Mazda Motor Europe
Vice President Marketing: Masahiro Moro
Communications Manager: Damian Donnellan
e-Business Manager: Pieter Dorenbosch

Agency: JWT-Düsseldorf
Creative Director: Eddy Greenwood
Creatives: Kurt B. Geiger and Igor Karpalov

Viral Director: Seamus Masterson
Viral Production Company: Maverick Media
Poster Photography: Peer Brecht
Online Production: Syzygy-London

Michael Buttlar, Global Business Director Mazda
Kaistraße 2
40221 Düsseldorf
T: +49 211 1592450
F: +49 211 15924510

Posted by: JWT on December 14, 2006 10:16 AM

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