99 puts the utility back in one of NZ’s favourite utes

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99’s new campaign for Mazda’s iconic BT-50 kicked into gear last weekend with a 30-second spot starring comedian Jesse Griffin and actor Tammy Davis (Outrageous Fortune).

“In this nation of boat owners, campers, and do-it-yourselfers,” reads the blurb, “even the most urban of Kiwis can find a ute useful. This new campaign aims to move beyond the common perception that a ute is only a tradie’s vehicle.”

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.


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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