MAZDA

THE UK'S FIRST NAKED RADIO AD

It was a simple radio brief. So how did I end up recording the world's first NAKED radio ad?

Well, selling about-to-be old-model cars is an extreme marketing challenge. I had no choice but to go balls out.

Obviously, if you say you're naked, you have to prove it. That's why I persuaded my VO Stephen K Amos to tweet pics as proof.

And why I allowed a shot of me in the buff to be featured on the Mazda website.

A small radio budget, massively amplified by social media and the web.

Worryingly, dwell time on the website exceeded 3.5 minutes.

Yes, that's me in the buff below.

BLANK SCRIPT

In this follow up to the Mazda radio 'Naked' ad, I dramatised the 0% APR/No deposit offer by handing Brian Blessed a blank script.

360 OFFER

I've all seen web banners that spin the car about for your inspection –  my expandable MPU surprised by rotating the great offer instead. Well, it's a great deal from any angle. The video below shows you how the interaction played out.

GET MORE THAN A BADGE

With a brief to take on BMW and Audi, I chose to focus on the merits of the car, poking fun at people who buy a German car purely for the badge. Feedback from dealers suggested this was a winning strategy.

TAKE ANOTHER LOOK

Mazda needed a fresh approach for press ads in the UK market. My cheeky and minimalist press ads got cars zooming out of the showrooms.

BECOME A TAX EVADER

Radio campaign launching Mazda's VAT free deal across the whole range. This ran when celebrity tax evasion was an everyday headline.