Mazda and 99 put the utility back in one of NZ’s favourite utes

In this nation of boat owners, campers, and do-it-yourselfers, even the most urban of Kiwis can find a ute useful. This new campaign by 99 for Mazda’s iconic BT-50 launches with the aim to move beyond the common perception that a ute is only a tradie’s vehicle.

The campaign kicked off last weekend with a 30-second TV spot featuring a couple of blokes borrowing the BT-50, taking a tiki tour while doing things for themselves and others. 99 cast comedian Jesse Griffin and actor Tammy Davis (of Outrageous Fortune fame) and had them improvise all of their lines during the production. A 60-second version is also delivered through digital channels.

In addition to television, Mazda and 99 are promoting the vehicle through an array of digital and social channels. In particular, Facebook features a call for comments to hear Kiwis’ ideas on what they’d do with a BT-50 for a day. Those with the most interesting ideas will get the use of the ute for a day and the ultimate winner keeps the BT-50 for six months. Kind of like borrowing your mate’s water blaster and then forgetting to give it back for a while

Have a look at the spot below or if you need a fridge-freezer moved sometime in the next four weeks go to Facebook – the BT-50 could be yours to borrow.




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