While some automakers kicked off advertising campaigns employing the help of comedians turned TV stars, 1980s rock legends and a cinematic icon known for his cowboy-like grittiness, Mazda has taken a different route.
It is turning to Dr. Seuss.
Mazda North American Operations has struck a deal with “Dr. Seuss’ The Lorax," which is the film adaption from Universal Pictures and Illumination Entertainment of Seuss’ famous book.
The automaker rolled out a co-branded spot Friday featuring the 2013 Mazda CX-5 that highlights the SKYACTIV TECHNOLOGY designed to boost fuel economy while maintaining performance. There is a 30- and 45-second version of the commercial.
In the ad, the small crossover explores the film’s “Truffula Valley” and encounters some of the film’s animals, including The Lorax himself.
As part of the partnership, on Monday, Mazda is donating $25 to the National Education Association for every test drive taken (up to $1 million) during a six-week span that began Monday. This will benefit NEA’s Read Across America Program.
Explaining more, NEA will tour the country during the “Read Across America Tour – Driven by Mazda” talking to students about the book. Mazda is providing SKYACTIV-equipped CX-5 and Mazda3 units that feature the program’s graphics.
“We’re proud to be working with so many talented individuals to bring to life this wonderful partnership with Universal Pictures and Illumination Entertainment's 'Dr. Seuss’ The Lorax' movie," said Don Romano, chief marketing officer at MNAO.
“We take a strategic approach when it comes to partnering with other companies and with the launch of our all-new, fuel-efficient, performance driven SKYACTIV TECHNOLOGY, this seemed to be a natural fit. The collaboration and integration that went into creating these custom-animated spots featuring the Mazda CX-5 with SKYACTIV TECHNOLOGY driving through 'Truffula Valley' is unprecedented,” he continued.
Illumination Entertainment founder and chief executive officer Chris Meledandri added: “The Lorax character's view of the environment fits in exactly with Mazda and SKYACTIV TECHNOLOGY, so the two were a perfect match for a commercial. By staying true to who the Lorax and other 'Truffula Valley' animals are we were able to create a fun and engaging spot.”
And when the film launches on March 2, theaters carrying PG movies will run the 30-second ad.
Additionally, there will be digital elements and social-media applications getting the word out about the film partnership, as well as the Read Across America Program.
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