Home / Auto News / News article: Mazda CX-5 is Truffula Tree Certified in Dr. Seuss' The Lorax - Video - AutoGuide.com News
 |  Feb 21 2012, 10:32 AM

Mazda has found a clever way of co-branding with a Hollywood blockbuster this year, teaming up with the children’s themed, Dr. Seuss’ The Lorax. While Acura has teamed up with the new Avengers movie, the Mazda CX-5′s appearance in The Lorax is not only more believable, but will surely have kids asking their parents why they don’t own a CX-5.

Mazda has launched a “Seuss-ified” advertising campaign to promote its partnership with Universal Pictures and Illumination Entertainment’s upcoming film which is set to hit theaters on March 2nd. The big selling point for Mazda with the partnership is its new Skyactiv Technology, geared towards increasing fuel economy without sacrificing performance.

In the new ad spots, the CX-5 is seen traveling through “Truffula Valley” and is “Truffula Tree Certified” as main characters in the movie talk about the new Skyactiv Technology, including Danny DeVito who voices The Lorax in the film.

“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,” said Illumination Entertainment founder and CEO Chris Meledandri. “By staying true to who the Lorax and other Truffula Valley animals are we were able to create a fun and engaging spot.”

This won’t be the only marketing we’ll see with Mazda and the upcoming film, as Garage Team Mazda will be creating a custom graphic icon of the “Truffula Tree Seal of Approval” to be used on stickers, buttons, and other collateral marketing material.

Mazda will also be donating up to $25 per test drive, up to $1-million in total to the National Education Association (NEA) from February 20th to April 2nd, as part of the organization’s Read Across America Program.

Watch the Dr. Seuss digitized version of the Mazda CX-5 after the break.

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  • Once-ler’s grandnephew

    This is a complete distortion and co-optation of the message of the Lorax. Dr. Suess’ book is a warning against the unchecked exploitation of resources. It ends with a once-beautiful landscape left a barren wasteland following relentless industrial expansion. The image of an SUV — a good that necessitates heavy use of metal, water, energy, among other things — driving through the same pristine landscape that in Suess’ book is destroyed due to human greed is breathtakingly and bitterly ironic. I’d like to know who signed off on this…