Mazda UK is set to sponsor international drama programming across the ITV and ITVX portfolios, with a new series of idents focusing on the manufacturer’s ‘Crafted in Japan’ brand messaging.
The short clips will look to highlight the craftsmanship found in every Mazda, with ‘Macrofying’ footage spotlighting the different materials used both on the inside and outside of the brand’s flagship SUV, the Mazda CX60.
Created in partnership with German macro photographer Ole Bielfeldt, the creative looks to focus on a new perspective of Mazda’s craftsmanship by showcasing the beauty behind everyday objects.
“International Drama on ITVX and ITV1 is the perfect fit for Mazda, we wanted to emphasise the craftmanship story that sits behind every Mazda,” Mazda UK marketing director, James Crouch said.
“Supporting the intricacy of creating dramatic moments in international drama is the perfect alignment for Mazda’s Crafted in Japan brand positioning and the sophistication of Mazda’s engineers and craftspeople in Hiroshima.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
He continued: “The Mazda sponsorship will be seen alongside high-quality drama programming and it’s great that Mazda’s sponsorship features across traditional television and streaming, which aligns with Mazda’s digital first marketing approach.”
Brokered by media agency Mindshare UK, the collaboration will help the bring the Japanese manufacturer’s brand to the forefront of mainstream television, and follows on from Volkswagen’s sponsorship of films on ITV.
Mindshare UK business director, Sam Grindey added: “This partnership reaches viewers on ITVX who have a deep appreciation for high-quality drama and an eye for detail.
“It’s a fantastic opportunity to showcase Mazda’s exceptional craftsmanship and we believe International Drama is a perfect fit. We are thrilled to have brokered the partnership and are confident this collaboration will make a lasting impact.”
