Mazda 3: Sleeping Cars

Mazda is launching a new national campaign, created by Wunderman Thompson, Canada, 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.