Mazda and 99 put the utility back in ute

From picking up a ‘cute’ German tourist to a full-on mariachi band, Mazda and 99 have launched a new campaign to celebrate the wide-ranging versatility of its BT-50 ute.

The 60-second video shows comedian Jesse Griffin and Outrageous Fortune actor Tammy Davis cruising around town in their new wheels. Along the way, they encounter a number of interesting situations, including a girl going through an emotional break-up, a bride and groom stranded on the side of the road, and one rather strange looking dog. 

A condensed 30-second spot kicked off on TV last weekend. 

This latest campaign aims to broaden the BT-50’s reputation as a vehicle just for tradies, seeking to appeal to more urban New Zealanders by showing the car can be used for boat owners, campers and do-it-yourselfers. 

On Mazda’s Facebook page, the company has posted a call for comments on what Kiwis would do if they had a BT-50 for a day. Those with the most interesting pitches will get the chance to use the ute for a day for their chosen activity, while the ultimate winner will get to borrow the ute for six months. 

Some of the top comments on the post so far include one woman’s suggestion that she would drive around supplying donations to women’s refuges and emergency housing facilities, while another commenter says he’d use the car to tow his 1977 Rotary Mazda B1600 to a track before heading to the beach to enjoy fish and chips with his family. 


Agency: 99
Executive Creative Director: Craig Whitehead
Creative: Jesse Stevens
Content Producer: Esther Watkins
Associate Business Director: Elisabeth Spence
Account Manager: Aneka Burden
Production Company: Triple Double

Client: Mazda
GM of Sales and Marketing: Glenn Harris
Customer Relationships Manager: Terrianne Brown

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