Mazda3 'little squirt' ad goes live with DMC viral push

by Staff,, Brand Republic 26-Jan-05, 08:00

LONDON - Mazda has launched its new, cheeky Mazda3 'little squirt' commercial, which sees the family car take on an over-friendly dog, virally ahead of its TV debut.

The viral and buzz marketing campaign is part of Mazda's push for the Mazda3 family car in 2005 as it tries to grab a large slice of the crowded family market.

The campaign is being planned, seeded and tracked by Digital Media Communications in coordination with the Mazda UK marketing team. The new TV spot, which broke on January 24, was created by Mazda agency J Walter Thompson Dusseldorf.

The viral, called "small dog", stars a small dog determined to mark its territory on the Mazda3 prompting the car to hit back by ingeniously using one of its handy features.

Steve Jellis, Mazda CRM manager, said: "Mazda has been at the forefront of online viral marketing since 2002. The Mazda3 'little squirt', our sixth campaign with DMC, aims to raise brand awareness and kickstart demand for Mazda3 during the run-up to the March registration plate change. This Mazda3 campaign provides forward-thinking online viral users with exclusive access to Mazda's entertaining new ad prior to its TV release."

The site also features other Mazda viral films including the award winning 'Mazda2 women drivers ad'. Visitors to the site can also view Mazda product information, order a brochure, request a test drive or locate their nearest Mazda dealer.

"Mazda is using a web-first creative strategy for this campaign allowing DMC's seeding expertise to generate a kick-start buzz around the Mazda3 'little squirt' ad as part of a wider marketing campaign," Justin Kirby, managing director of DMC, said.

It is the second viral backing the Mazda3. Last year, Mazda launched a viral campaign centred around a film featuring a clapped-out car transformed in a carwash and a couple who wonder if they can do the same to each other.

The ad was written by Christoph Herold and art directed by Torsten Rieken and Dietmar Reinhard. It was directed by Marc Schoelermann,

produced by Constantine Wrage at JWT and Burak Heplevent at Markenfilm.

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