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

Article by Christian A., 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.

In order to compete with the growing number of competitors in the crossover SUV segment, Mazda set out on a journey to create a vehicle that could do more than just be the same old crossover SUV. Mazda needed a vehicle that will evoke a certain level of emotion and driving passion that will make it worthy enough of the Mazda badge, and that is when the all-new CX-5 took the stage. The first production model of the new CX-5 features the new “KODO – Soul of Motion” design theme which is inspired by nature’s beauty and power but with a hint of motion to achieve a balance between style and performance.

In 2010, the KODO made its first appearance on the Mazda Shinari which was a four-door sports coupe concept, and then later on found its way on the Mazda Minagi, a compact crossover SUV concept for which what is now the Mazda CX-5 is based. The KODO will take on a fresh new wave of exemplary design for a whole new generation of Mazda vehicles, starting with the CX-5 – this means that it will be faster, “more forceful”, and a whole new level of soulful motion.

Since the KODO is based on Mother Nature herself, this design theme will feature vitality, emotion and agility similar to the movements of animals. For the Mazda CX-5, designers were inspired by agile nature of the fastest land animals – the cheetahs. The cheetahs are known for their gracefulness and agility, using their entire body as a spring, and despite using enormous amounts of energy for motion, maintains gracefulness and dexterity.

Such beauty has pushed designers to set out on a new level of design with KODO, resulting to the sophisticated exterior of the Mazda CX-5 while maintaining SUV sturdiness and functionality. The Mazda CX-5 is a bold projection of elegance in motion and exhilarating driving experience.

To achieve a balance between form and functionality, Mazda combines active, powerful appearance from a regular crossover SUV with their very own dynamic and emotional styling. On the outside, the Mazda CX-5 shows off its strong presence featuring a nose and its prominent wheel arches, while its forward-leaning stance is similar to that of a sprinter’s starting stance. From the cabin to its rear, the CX-5 looks like a predator ready to pounce on its prey. All these result to the athletic yet dignified form of the Mazda CX-5 which sets it apart from all other crossover SUVs in the market.

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Topics: mazda, mazda cx-5



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