Mazda teams up with Dr. Seuss’ to promote the 2013 CX-5

Article by Christian Andrei, on February 20, 2012

Mazda's CX-5 and the highly awaited 3D animation film Dr. Seuss' The Lorax are being promoted in a new commercial. The CX-5 is set to make its debut in the U.S. this April. In this commercial, a cartoonish CX-5 is being driven along the bright and colorful Truffula trees in the Truffula Valley of The Lorax. This ad is part of the early stages of the launch of the CX-5 compact crossover and Mazda’s Skyactiv vehicle technologies.

Mazda's marketing team uses the term Skyactiv technology to refer to its lightweight vehicle chassis and fuel efficient powertrain technologies that are used on the CX-5 and upcoming Mazda vehicles.

With the launch of the vehicle and Skyactiv set for this year, Mazda decided to increase its advertising budget by 25% this year. Mazda executives declined to reveal a national marketing budget for its fiscal year beginning on April 1. However, a source revealed that this would be about $325 million.

The vehicle was developed by Mazda and ad agency Garage Team Mazda alongside Illumination Entertainment, the production company that’s supporting Dr. Seuss' The Lorax, and studio Universal Pictures. The animation movie will open on March 2.

The chief marketing officer for Mazda North American Operations, Don Romano, released a statement, saying that there was a "natural fit" between Skyactiv and the ecological message of The Lorax movie.

Topics: mazda, mazda cx-5

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