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Home / Mazda Puts Cars To Bed in Latest Campaign by Wunderman Thompson

Mazda Puts Cars To Bed in Latest Campaign by Wunderman Thompson

Mazda is launching a new national campaign just in time for sweater weather. The multi-media campaign features various luxury vehicles unfit for Canadian winters being put to bed under car covers to a melodic lullaby remake of Aerosmith’s “Dream on”. The work is in support of the Mazda3 now available with all-wheel drive and capable of tackling all four seasons.

The work is inspired by an emerging social media trend of people taking photos of cars under slip covers which look like bed sheets tagged with the hashtag #SleepingCars and made famous by National Geographic photographer Gerd Ludwig. The campaign is rolling out nationally after debuting at a Chainsmokers concerts in key Canadian markets. Media includes :30 second television, digital display, online video, and paid social and is expected to run until the end of the year.

“Mazda has always supported those with a passion for driving” says Neal Bouwmeester, Director, Marketing at Mazda Canada. “But given the harsh conditions we experience in Canada we know that this passion has to be put to bed for a few months for some drivers which is a shame.”

This work comes on the heels of another national Mazda3 campaign called “Choose what moves you” which featured both the Mazda3 sedan and sport models. It’s the latest in an ongoing pursuit by Mazda to showcase their latest generation of premium vehicles while staying true to their passion for driving.

“What got us really excited about this campaign was the opportunity to tap into this emerging trend” says Ari Elkouby, Executive Creative Director at Wunderman Thompson. “We hope that drivers across the country will relate to this uniquely Canadian insight and whenever they see a car covered up they’ll be reminded of the campaign and think – they should have gotten a Mazda.”

The agency behind the work is Wunderman Thompson Canada while Excelerator Media handled the media planning and buying.

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Daniel Riccardo ‘Enjoys the Moment’ in New Renault Clio Commercial by Publicis Italy


While he is having fun, the director despairs.

A Publicis Italy idea planned for all over Europe.

A set, a Formula 1 driver and a car to test. Everything’s normal, except that the car to test is the New Renault Clio, a car able to impress even Daniel Ricciardo – Renault Formula 1 Team racing driver – who during the spot will have fun finding out the technology on board instead of follow the Director’s indications and disobeying one scene after another.

This is the idea of the new TV commercial developed by Publicis Italy that will air all over Europe. Beyond the TV, the whole commercial will be uploaded on nuovaclio.it website,

completely dedicated to the best seller of the French House, with a wide section concerning all the innovations of the car at its fifth edition.

Supporting the campaign, a targeted content strategy on digital and on the main social channels.

Client: Renault Italy
Advertising, Digital e CRM Manager: Azzurra Lucignani
Advertising Executive: Cinzia Terragno, Giulia Freré

Agency: Publicis Italy
Global Chief Creative Officer Publicis WW & CCO Publicis Groupe Italy: Bruno Bertelli
Chief Creative Officer Publicis Italia: Cristiana Boccassini
Creative Director: Stefano Battistelli
Digital Creative Director: Massimo Guerci
Art Director: Dario Citriniti
Copywriters: Giovanni Coviello, Fabio Caputi
Digital Art Director: Iacopo Gioffrè
Digital designer: Simona Caldarini

General Manager: Daniela Di Maio
Account Director: Giada Salerno
Account Manager: Chiara Marotta
Head of Digital: Pierluigi Roselli
TV Producer: Luana Strafile, Eva Maio

House of production: Mercurio Film
Director: Augusto Zapiola
DOP: Nilkolai Brunel
Executive Producer: Luca Fanfani
Editor Hero Video: Francesco Loffredo
Editor Content Strategy: Fulvio Rossetti
Musica: Sizzer
Sound design: Daniele Virgilio
Sound mix: General Jingles
Color grading: MPC
Post production: Prodigious

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