Looking at Mazda’s->ke53 current lineup, it doesn’t take long to see how far the Japanese automaker has come in the last 15 years, but even with exciting models like the Mazda3,->ke504 Mazda6->ke346 and the all-new 2016 Mazda MX-5 Miata, it seems that the “Zoom Zoom” tagline isn’t properly portraying Mazda’s brand image to consumers. To better convey its message, Mazda is launching a new ad campaign called “Driving Matters” to highlight not only the brand’s fun-to-drive spirit but also its safety, styling and fuel efficiency.

The first commercial in the new campaign is a 60-second spot called "A Driver’s Life," that taps Aaron Paul as the rhyming voiceover in this emotion-stirring spot. Although the 2016 CX-5, Mazda6 and Miata->ke1185 are all featured in the commercial, the focus is more of a message showing how Mazda's growing lineup of cars and crossovers->ke288 can fill just about any need, ranging from first car to family car and even “reward” car.

“Driving Matters” replaces “Game Changers,” which launched in 2013, and while the 2-year-old campaign did help create more brand awareness, Mazda is hoping that the new commercials will create “an emotional connection” between its buyers and its cars.

Continue reading for the full story.

Why it matters

The new “Driving Matters” ad campaign is expected to give buyers a better idea of what Mazda is all about, but it won’t totally replace the “Zoom Zoom” tagline. Mazda says that “Zoom Zoom” will “continue to be a part of the brand’s DNA,” but it isn’t clear if it will be used in any more advertisements. This tagline was first used in 2000, meaning that its 15 years in existence has outlasted Chevrolet’s->ke199 “Like A Rock,” which had an impressive run from 1991 through 2004.

2016 Mazda MX-5

Read our full review here.