TitleThe All New Mazda MX-5 RF
Campaign Heads Turned So Far
Advertiser Mazda
Brand Mazda

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About J. Walter Thompson Canada

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Latest News

Mazda Proves the all-new MX-5 RF is, in fact, a Head-Turner

TORONTO — February 6, 2017— If there’s one goal all auto makers share, it’s to build vehicles that turn more heads than their competition. Mazda believes that the all-new MX-5 RF, which launches during this year’s Canadian International Autoshow, is just the car to do it.

The RF, or Retractable Fastback, is a modern take on the classic fastback design, sporting a retractable hardtop that opens in just 13 seconds. In addition to innovative engineering, the sculpted beauty of the RF is what will really turn heads.

To support the launch of this new roadster, Mazda will kick off a creative advertising campaign that features a high-tech digital billboard which keeps track of every head that turns to look at it. Powered by custom vision learning software, the billboard which prominently features the MX-5 RF, will detect if a passerby is looking at it and then update the real-time running tally of the number of heads turned thus far.

“The MX-5 RF really is the pinnacle of what Mazda stands for”, says Vincent Reboul, Marketing Director, Mazda Canada. “Not only is it a beautiful vehicle to look at, but the exterior beauty is also a reflection of the engineering excellence within.”

In partnership with agency of record, J. Walter Thompson Canada and Excelerator Media, Mazda will have this innovative billboard installed in the busy retail concourse level of the Royal Bank Plaza on Bay Street, in Toronto, for four weeks, starting February 6, as part of a larger out-of-home campaign in-market during the same time period.

The billboard is not only the first of its kind for Mazda, but also for media partner, PATTISON Onestop and PATTISON’s interactive arm, Fourth Wall, which managed the production.

“The MX-5 RF itself was really the inspiration for the work”, notes Ryan Spelliscy, Chief Creative Officer, J. Walter Thompson Canada. “We felt that the advertising we create should be as eye-catching and innovative as the vehicle itself.”

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Mazda Canada Inc. is responsible for the sales and marketing, customer service and parts support of Mazda vehicles in Canada. Headquartered in Richmond Hill, Ontario, Mazda Canada has a nationwide network of 165 dealerships. For additional information visit Mazda Canada's media website at www.media.mazda.ca.

J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues a dominant presence in the industry by staying on the leading edge—from hiring the industry's first female copywriter to developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide.


Excelerator Media is a division of Mindshare Canada.  Mindshare Canada is a leading media agency in Canada, headquartered in Toronto. The company's success can be attested through its strong national and global clients.

Mindshare is a global media agency network with more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world's leading communications services group. Visit us at Mindshareworld.com/Canada or MindshareInTheLoop.com and follow us on Twitter @MindshareCanada and facebook.com/MindshareCanada.


PATTISON Onestop is a leader in the sales and operations of digital out-of-home media and works with Canada’s biggest brands to create and deliver uniquely engaging experiences. Their networks provide timely and relevant information in environments traditional media can’t reach. Onestop leverages industry-leading technology to deploy digital campaigns in transit, office, airport, residential and retail environments including the PATH, Toronto’s underground walkway. Their Digital Networks can help you generate over 12.4 million weekly impressions. Onestop is a division of PATTISON Outdoor Advertising.


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