Mazda MX-5 Miata RF
0-60mph in 5.9 secs. Who cares? Coupe to Convertible in 13 secs. That’s what matters.
The objective was to create a Digital Out-of-home media advertisement focusing on consumers when they are "on the go" in public places. The 2017 Mazda MX-5 Miata RF takes the iconic two-seater – now in its fourth-generation – and replaces the soft top with a retractable hard top. This is a first for Mazda and the Miata, and this add serves to introduce this premium feature to consumers. “RF” stands for “Retractable Fastback,” a new name that references both the coupe like nature of when the roof is closed and the strayed headrests behind the seats.
The message for this OOH is showcasing the beautiful car, yes but also the key message is about the roof. It showcases the ability of the car to transform and give the buyer freedom and options other cars can’t offer. It invites the consumer to investigate and place themselves inside the ad beside the car. The only motion in the advertisement is the roof, emphasizing its beautiful engineering and premium experience. The ad lasts exactly as long as it takes to close the roof, emphasizing the realness and reality of the ad.
”13 secs is all you need to sell a car.”
