Mazda North American Operations (MNAO) unveiled its new brand platform, ‘Move And Be Moved.’ The company is set to redefine its identity during a key phase of its 104-year legacy, seeking deeper resonance with today’s consumers.
With unprecedented sales growth that surpasses industry trends, Mazda is recalibrating its approach to offer more than just products, focusing on experiences and innovative marketing. The platform’s introduction will be marked by the launch of ‘Choose to Be Moved,’ airing on September 12 during Thursday Night Football on Amazon Prime.
At the core of this shift is Mazda’s dedication to understanding its customers at a deeper level. The global co-creation effort behind the platform aims to tap into what truly moves people—not just as drivers but as individuals. ‘Choose to Be Moved’ celebrates this, linking the pure joy of driving with purposeful living, reflecting the intentional choices individuals make to elevate their lives.
“In a world full of distractions, consumers are faced with so many choices to create a life that moves them forward” said Brad Audet, Chief Marketing Officer at MNAO.
“We want to celebrate those who believe simply moving through life is not enough; we move forward when we surround ourselves with people, places and things that move us. ‘Choose to Be Moved’ does just that by focusing on drivers who live with intention through new, vibrant creative that customers haven’t seen from Mazda,” he added.
Directed by Nicolai Fuglsig, an award-winning storyteller known for his powerful narratives, the film puts the spotlight on individuals who embody this philosophy. It features WNBA rookie Nika Mühl, biologist and pro surfer Cliff Kapono, and MX-5 Cup racer Helio Meza—each known for pursuing passions with intention and focus.
“Nicolai truly brought the essence of ‘Choose to Be Moved’ to life in a moving, inspirational way,” said Audet. “The creative behind this platform sets the tone for how we show up in culture, against competitors and for our stakeholders.”
By centering on the driver and blending its Japanese roots with a forward-looking ethos, Mazda’s ‘Move And Be Moved’ platform seeks to deliver joy and meaningful service across its offerings.
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