Consumers are the centerpiece of Mazda's new "Feel Alive" advertising campaign as the company tries to reposition itself as a fan-first brand.
A 60-second spot launched Monday during the NCAA men's basketball championship game and showed the Vision Coupe, MX-5 Miata roadster and freshened 2018 Mazda6 sedan.
The spot features a string of emotionally charged moments -- ranging from a sweat-drenched boxing session to two lovers scurrying to the roof of a building for a kiss.
" 'Feel Alive' will be a celebration of human challenge, inspiration, exhilaration and potential and there's no better moment to reveal it than Championship Monday," Mazda North American Operations' Chief Marketing Officer Dino Bernacchi said in a statement.
The spot shows a gray Mazda6 driving on loopy roads as a narrator says, "Turn off the highway and soar."
