Mazda: Buffalo

A fresh multi media campaign from Mazda through JWT London to demonstrate the lengths drivers of the MX-5 sports roadster have to go to find comparable thrills to driving it. The work shows people embarking on extreme experiences ranging from treating the Hoover dam as a halfpipe to riding bareback amongst a herd of stampeding buffaloes with your mates. The films appear on a dedicated "Thrill seekers" microsite and are accompanied by digital, press and outdoor activity.

Guy Hayward, chief executive of JWT London said: "For car advertising to focus on the thrill of the ride rather than a beauty shot of the model is a huge break from tradition."