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Mazda: The Caraoke


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For years Mazda cars owned the road in Israel. In fact, the car was so popular, you saw it everywhere. A blessing…but also a curse as the car's popularity began to affect the way Israelis perceive the brand. As a victim of its own success, Mazda went in the eyes of many Israelis, from a car with major sex appeal to one that is boring and grey. A leasing car; nothing to write home about or get excited.

But this year we had news for consumers. We were launching a new, sleeker, better designed, more advanced, accessorized and safer car than ever before and we wanted Israelis to take notice. That's when we realized that to redress misconceptions, we'd have to address Israeli consumer's concerns head on. To do that, we took on consumers' harshest criticisms, most negative comments and lethal talkbacks. and with the help of Ben Collins, better known as Top Gear's "Stig", we proved to them beyond the shadow of a doubt what an incredible car the new Mazda is.

The result is a fully integrated campaign that includes a series of four daredevil commercials each highlighting a different aspect of the car, an interactive website, an outdoor campaign and a brand new Mazda catalogue shot by the world's dumbest dog just to prove that no matter who's taking its picture, the Mazda will always look amazing.
Other credits

C.E.O: Yossi Lubaton

Executive Creative Director: Jonathan Lang

VP-Creative Director: Eran Nir

Copywriter: Ran Even

Art-Director: Ori Hasson

VP-Group Account Head: Ben Muskal

Account Supervisor: Chen Halpern

Account Executive: Gil Gershon, Hadar Goren

VP Strategy: Shai Nissenboim

Strategic Planning Supervisor: Lora Goichman

VP Production & Content: Dorit Gvili

Producer: Alon Shmoelof

Creative Coordinator: Eva Hasson

Digital Creative Director: Idan Kligerman

Social Media Editor: Aviv Melamed

Studio Digital: Michael Shely, Yossi Tayeb, Liron Harel, Yossi Ben-Aviv, Eyal Vinizer, Jenny Gindos

Studio ATL: Yaron Keinan, Idan Marely, Chen Graizman, Yaniv Shahar

ZenithOptimedia: Limor Dahan, Mor Berman, Chen Drori, Eyal KatzafEran Amit

Director: Yoram Ever-Hadani

Production: Tiferet

Client: Delek-Motors LTD

Marketing Communications Manager: Yogev Weiss

Head Of Digital Marketing: Matan Arad

Training Manager: Gal Arbel

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