The contest is meant to reward innovation, ingenuity and intelligence in advertising and saw entries via YouTube from agencies and marketers in 39 countries around the world.
Mazda's Defy Convention ad features Masahiro Moro, executive officer at Mazda Motor Corporation. He describes how Mazda is intimately linked to its home town of Hiroshima in Japan and has always had the ability to defy convention to overcome challenges throughout its history. A Mazda culture of innovation grew out of this tradition to create products that have changed the automotive industry over the years - the ad cites only two of many, the rotary engine and Mazda's unique lightweight strategy. This latter innovation has helped create a new generation of Mazda vehicles with SKYACTIV Technology that are about to change the industry again by setting a new benchmark for low fuel consumption and low emissions combined with pure driving fun.
"The brand campaign and its website," said Jeff Guyton, president and CEO of Mazda Motor Europe, "has been our approach to story-telling - describing what's unique about Mazda products while giving customers a reason to believe in Mazda and its people. We are proud that TED chose Mazda among nine other winners like L'Oreal, Canal+ and Microsoft."
