With Lexus and Ford’s recent decision to create ads featuring super models, Mazda has decided to take a whole new approach. Mazda has just partnered up with Universal Pictures to be a part of the promotions for its new animated movie Dr.Seuss’ The Lorax which hits theatres on March 2. The automaker was chosen to be a partner of the film because of its innovative Skyactiv Technology. Just like the Mazda’s Skyactiv Technology, The Lorax touts an environmentally friendly message, as its main character is a guardian of a forest.

The joint venture has resulted in a commercial depicting the 2013 Mazda CX-5 SUV driving through the “Truffula valley” which is featured in the film. The “Seuss-ifed” Mazda was created by Derek Jenkins, Mazda’s U.S Director of Design and his team, along with Illumination Entertainment. The team utilized sketches of the vehicles along with cutting-edge animated technology to create the animated CX-5 that looks like it just came out of the movie.  The Illumination Entertainment Founder and CEO, Chris Meledandri said, “The Lorax character’s view of the environment fits in exactly with Mazda and Skyactiv Technology, so the two were a perfect match for a commercial.”

Mazda has also joined forces with the National Education Association in their Read Across America Program. The NEA Foundation provides support to struggling public school libraries nationwide. To help raise funds, Mazda has promised to donate $25 per test drive upto $1 million from February 20 to April 2. Also the digital and social media will be used to promote Mazda’s partnership with the NEA. The Mazda CX-5 features a 2.0-L Skyactiv-G gasoline engine. The base price is higher than most of the competitors like Hyundai Tuscon, Kia Sportage and Subaru Forester. Mazda hopes to revolutionize the SUV market despite the higher price. The base price of the CX-5 is $20,695. Jim O’Sullivan, President and CEO, MNAO said, “The 2013 CX-5 is a look to the future of the Mazda brand“.

via EgmCartech