Developed by creative agency D3, part of China’s DMG network, the ‘Express yourself without saying a word’ campaign is designed to drive sales among what the agency’s chairman Peter Xiao described as “increasingly discerning” young professionals between 26 and 30 in the subcompact car sector, and to achieve distinction over competitor brands, such as Honda, Toyota and Volkswagen.
Xiao said the campaign was intended to encourage its target audience to “make the Mazda 2 their form of expression” by emphasising the car’s design, power, handling, comfort and safety. He described the car’s potential consumers as combining pride in success with high standards and a “passion for living”.
Building on the theme of the recent push for the Mazda 2 hatchback, which compared the driving experience to the creation of music, the 30-second TV spot likens the driver’s experience to that of an artist composing an abstract painting. The work gradually assumes form as the car drives: as the painter theatrically applies a final smear to the canvas, the car spins to a halt.
The artist contemplates his handiwork, and the spot closes with an image of the car outside the window. The spot will be complemented by a series of print ads featuring in newspapers and magazines across China, and point-of-sale materials displayed at showrooms and dealerships.
The Mazda 2 faces stiff competition in the Chinese market from the likes of the Volkswagen Polo, the Honda City and in particular the newly-launched Toyota Vios.
