Mazda’s new ‘Defy Convention’ advertisement campaign has been voted as one of the top ten ads that are ‘worth spreading’.
The competition itself is in its second year and is hosted by the non-profit organisation TED. The competition brings together people from the world of technology, entertainment and design to reward innovation, ingenuity and intelligence in advertising.
Mazda’s ‘Defy Convention’ advertisement campaign was launched at last year’s Geneva Motor Show and was amongst entries from different agencies and marketers in 39 countries across the world.
The ad features Mazda’s Executive Officer Masahiro Moro, who speaks of how Japan has continued to overcome challenges throughout its history, there are also images of some classic Mazda sports cars on the road.
He continues to talk about how Mazda has always defied convention, with things like the rotary engine. Moro then discusses Mazda’s Skyactiv technology and how it has revolutionised the Japanese brand.
Skyactiv is Mazda’s new fuel efficient technology that aims to reduce emissions with frugal engines and lightweight body parts.
Moro said: “Conventional thinking says the more horsepower the better. But we aim to defy convention. Sports cars should be lightweight, that’s what we believe. If we only have 250bhp and not 300bhp, our 250bhp is actually faster”.
This comment pretty much sums up Mazda’s Skyactiv technology and highlights how each contributing factor, like body weight, can reduce power needed and therefore reduce emissions.
Mazda’s new Skyactiv technology will be appearing on the new Mazda CX-5, which is set to go on sale in summer this year. As well as incorporating lightweight materials the CX-5 offers a frugal 2.2-litre diesel engine with sub 120g/km CO2 emissions.
The ‘Defy Convention’ campaign faced stiff competition in the TED awards as companies like Microsoft submitted an ad for its new Kinect system.
Masahiro Moro concludes the ad by saying “We will always do things differently. That’s just the way we are”.
Below is a video of the ‘Defy Convention’ campaign.[YouTube:cST7atvUrrw]