'Seuss-ified' Ad for Mazda CX-5 joins the cast of Dr. Seuss' The Lorax

A strategic partnership has been formed to help support Universal Pictures and Illumination Entertainments new production. The new production is the childhood class “The Lorax”, by Dr. Seuss. The partnership is with Mazda North American Operations. While “The Lorax” is a classic that has been produced before, this is a new version coming out in a 3D-CG adaptation. The reason the partnership was formed was because of the movie’s SKYACTIV® TECHNOLOGY and Mazda’s promotions of offering consumers better informed choices for the environment and their families.

Chief marketing officer, Mazda North American Operations, Don Romano said, “We’re proud to be working with so many talented individuals to bring to life this wonderful partnership with Universal Pictures and Illumination Entertainment’s Dr. Seuss’ The Lorax movie. We take a strategic approach when it comes to partnering with other companies and with the launch of our all-new, fuel-efficient, performance driven SKYACTIV® TECHNOLOGY, this seemed to be a natural fit. The collaboration and integration that went into creating these custom-animated spots featuring the Mazda CX-5 with SKYACTIV® TECHNOLOGY driving through ‘Truffula Valley’ is unprecedented.”

“The Lorax” is considered an odd choice for the automakers to partner with because of the environmental foundation of the story line and how it is against industrial ambitions. But Universal changed the classic tale considerably to get rid of most of the storyline. Mazda’s Skyactiv credentials are what are featured over the automotive industry. Included in the partnership agreement is the commitment by Mazda to donate up to $1 million to the National Education Association. This will be part of the Read Across America Program.

“The Lorax character’s view of the environment fits in exactly with Mazda and SKYACTIV® TECHNOLOGY, so the two were a perfect match for a commercial. By staying true to who the Lorax and other Truffula Valley animals are we were able to create a fun and engaging spot.” said Chris Meledandri, Illumination Entertainment founder and CEO.