Accelerating innovation

The SkyActiv engine technology developed by Mazda for their new CX-5 promises “more torque, better performance, and higher efficiency” than a conventional gasoline engine. More fuel-efficient than any hybrid SUV, the new model was also one of the top safety picks of 2013. But to truly emphasize the leap in technological advancement, Mazda needed a campaign that could put their achievement in context.

Shining a Light on SkyActiv

Mazda sought out Corbis Entertainment to highlight the connection between their cleaner, more powerful technology and the inventive genius of Thomas Edison. Both Mazda and Edison sought to create groundbreaking designs, changing the way people live and use energy. Corbis Entertainment provided the personality rights and image rights for Edison, and also licensed his quotes through GreenLight Rights, accomplishing the direct and effective advertisement Mazda was seeking.