-- New Campaign Illustrates the Accomplishments and Future of the Mazda

PR Newswire

NEW YORK, April 26, 2013

NEW YORK, April 26, 2013 /PRNewswire/ -- Following the road less-traveled is
something Mazda has been doing since it first came to the shores of the United
States in 1970. Since then, Mazda has continued to push the envelope in
design, engineering, and driving dynamics in order to make their vehicles
stand apart from the rest. To better showcase Mazda's latest achievements,
Mazda North American Operations (MNAO) today announced the launch of its new
advertising campaign, dubbed "Game Changers," set to launch in May, 2013.

"This is the largest advertising campaign for Mazda in the last 13 years, but
more importantly, it is the most far-reaching and significant campaign in our
history. Game Changers will be the unifying advertising campaign to tell the
story of Mazda's rich heritage in developing new and different ways to build
outstanding vehicles, both for the immediate future and the launch of the 2014
Mazda6 sedan, but also to support the ongoing development of our
strongest-ever product onslaught," said Russell Wager, vice president of
marketing, MNAO.

Mazda's all-new Game Changers campaign will showcase various historical
figures who have developed a new way to excel at their respective
disciplines. Through courage, creativity and conviction, these individuals
have defied convention and changed the "game" in which they "played'. Like
these Game Changers, Mazda has examined the conventional way of building a
vehicle, thrown away the directions and re-written the play book to develop
not just a suite of environmental and dynamic technologies, but a
philosophical thought behind manufacturing a vehicle that has erased the
proverbial line between efficiency and driving dynamics.

Mazda will convey the new advertising message via in-cinema, television,
print, out-of-home and digital media. True to form, Mazda is also looking at
game-changing ways to reach consumers through motion-sensitive billboards and
other new advertising landscapes.

"The Game Changers campaign will be a different approach to creative
advertising from Mazda. Telling the story of Mazda's past and the historical
things they have done, the Game Changers campaign uses similar ground-breaking
stories from individuals in history who did things differently, which resulted
in in them rising above their competition," said Harvey Marco, creative
director, Garage Team Mazda.

The first advertising piece to jump into the marketplace will be that of the
story of Dick Fosbury. It is the 1968 Olympics and the setting is the Mexico
City arena; Fosbury had been working on a new and unconventional approach to
his talent, the high-jump. This stage would be the first time he would compete
with his new way of getting over the bar, back-first. Fosbury went on to take
home the gold in 1968, setting the new standard for high jump technique, the
Fosbury Flop. Much like Fosbury, Mazda has been working to develop a new
approach to automotive manufacturing, one that evaluates the process as a
whole and has since flipped conventional automotive manufacturing upside down.
SKYACTIV®[1] TECHNOLOGY has raised the bar in the automotive industry.

Since deploying SKYACTIV TECHNOLOGY, Mazda has changed the game, proving that
it is possible to build a vehicle with excellent fuel efficiency, low
emissions and stellar driving dynamics. The 2013 Mazda CX-5, the first
vehicle to launch with the full suite of SKYACTIV TECHNOLOGY, showed consumers
that the dichotomy of fun-to-drive and fuel efficiency could co-exist in a
compact SUV. The all-new 2014 Mazda6 builds on that philosophy and redefined
the sports sedan, again showing consumers that its outstanding fuel efficiency
does not come with compromised driving dynamics.

Mazda's long-running Zoom-Zoom tagline will continue to be part of the brand's
DNA. Since its inception in 2000, Zoom-Zoom has come to symbolize what a
Mazda stands for – stylish, insightful and spirited – and the Game Changers
campaign will take what the company built with Zoom-Zoom and allow it to
better communicate the technology, style and driving dynamics of the next
generation of Mazda vehicles.

Images from the campaign can be seen on Mazda's media website here

Mazda North American Operations is headquartered in Irvine, Calif., and
oversees the sales, marketing, parts and customer service support of Mazda
vehicles in the United States and Mexico through nearly 700
dealers.Operations in Mexico are managed byMazdaMotor de Mexico in
MexicoCity. For more information on Mazda vehicles, including photography
and B-roll, please visit the online Mazda media center at

[1] SKYACTIV is a registered trademark of Mazda Motor Corporation (MC).

SOURCE Mazda North American Operations

Contact: Nick Beard, Mazda North American Operations, +1-949-727-6567, Eric
Booth, Mazda North American Operations, +1-949-727-6144
Press spacebar to pause and continue. Press esc to stop.