IRVINE, Calif. -

The latest advertising campaign by Mazda North American Operations asks a simple question: “What do you drive?”

To hook potential buyers, the automaker believes this campaign is built around the core brand principle that “if it’s not worth driving, it’s not worth building and it is this basic statement that defines Mazda.”

The new campaign was designed to emphasize Mazda’s passionate attitude toward driving, its engineers’ obsession over the details and a “rule-breaking innovative spirit.”

In short, it’s meant to celebrate the company’s rallying cry: Zoom-Zoom.

“The campaign strives to underscore Mazda’s devotion to creating exceptionally fun-to-drive, well-crafted vehicles, with the phrase, ‘We don’t build cars for everyone; we build cars for people who care about what they drive,’” explained Don Romano, chief marketing officer for MNAO.

The OEM noted ad work called “Anthem” that was developed by new marketing partner Garage-Team Mazda in Irvine, Calif., depicts Mazda’ innovation by highlighting aspects of the brand philosophy.

In words and images, the campaign aims to look at Mazda history in innovation, motorsports and design, as well as a dedication to crafting vehicles “that are always exciting to drive.”

Cut in both 30-second and 60-second versions, the automaker said the spot focuses on the details that define a Mazda, “the way the gear lever sits in the driver’s hand, the way the steering wheel feels, the way the car simply responds to every input.”

Mazda indicated its new campaign will launch via television, online and social media, then continue to run during the next year.

The first of the ads were scheduled to debut Wednesday on cable and broadcast television programming and will target the Mazda enthusiast. Over the course of the launch, Mazda stressed the ad will be seen on top-rated shows like The Office, Dancing with the Stars, Grey’s Anatomy and the NBA Playoffs.

The ads also are set to air on cable networks including ESPN, TNT, HGTV, Bravo and the Speed Channel.

Mazda shared a list scheduled initial airings:

Wednesday
—“Jimmy Fallon” (NBC, 12:35 a.m.)
—“Last Call with Carson Daly” (NBC, 1:35am)
—“Law & Order SVU” (NBC, 9 p.m.)
—“Happy Endings” (ABC, 9:30 p.m.)

Thursday
—“The Office” (NBC, 9pm)
—“Grey’s Anatomy” (ABC, 9 p.m.)     
—“The Tonight Show” (NBC, 11:35 p.m.)
—“Jimmy Fallon” (NBC, 12:35 a.m.)
—“Last Call with Carson Daly” (NBC, 1:35 a.m.)

Sunday
—“Apprentice” (NBC, 9 p.m.)    

Monday
—“Dancing with the Stars” (ABC, 9 p.m.)    

In addition to the on-air placements, Mazda mentioned interactive video ads will be featured on popular video sites such as YouTube, Hulu and Facebook. The automaker indicated video ads will include social features allowing viewers to take polls and “like,” share and comment on the ad. 

Furthermore, Mazda said flash and rich media ads will also run on key third-party automotive sites such as Edmunds.com, Kbb.com and Cars.com.

“In short, we are provoking the conversation about what you drive,” stated Harvey Marco, chief creative officer at Garage-Team Mazda.

“This is a brand that at its very core has a passion for driving,” Marco declared. “It’s a truth about who we are and what we’ve always stood for.”