MAZDA'S ABSTRACT LOOK GIVES BRAND EDGY FEEL.

Advertising Age, April, 1999 by Vagnoni, Anthony

While Pontiac is taking a technological leap forward with its all- computer-animated yet photorealistic TV campaign, commercials for Mazda North American Operations from Doner continue their cubist look at the world. The newest iteration of this distinctive visual approach, "Vegas," broke recently.

In a trio of spots for its Protege and Miata models, the agency and production house have achieved a look that is decidedly square, but in a hip way.

"We wanted to do something out of the box, and we ended up doing all boxes," joked Bryan McPeak, senior VP-creative director at Doner in Southfield, Mich.

The spots have all been produced at Rhythm & Hues, the Los Angeles- based studio that created the visual effects for the hit movie "Babe."...

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