Mazda2: Music Video to fall in love with a new car.

Acting on the changing lifestyles that dictate how today’s modern Latinos consume media, and in a bold departure from traditional advertising, Mazda North America is breaking new ground in the U.S. Hispanic Market by pairing with Diamante Productions, a company that has featured the new Mazda2 in a music video by the internationally acclaimed urban duo, Angel & Khriz, for the car’s national debut in dealers across the country now.

The music video, which uses the song “Me enamoré,” (I Fell in Love), chosen from the duo’s latest CD for Universal Latin America, was directed by Ben DeJesus. The video will have its debut in September. Mazda and its Hispanic ad agency, d expósito & Partners, want young Latinos to fall in love with the new Mazda2.

“Music is a very strong passion point for Latinos and Mazda2 exudes the kind of power, freshness and sex-appeal that are a good match to Angel & Khriz,” said Orlando Milian, Partner/Client Contact, d expósito & Partners. “This video provides a unique and relevant connection with our target in a way that will command the competitive edge that Mazda2 deserves,” concluded Milian.

The Mazda2’s innovative launch includes television, digital, SEM, print, e-mail and mobile applications.

“We had the 18 to 24 demographic in mind,“ added Alyssa Pomarico, Media Director, d expósito & Partners. “How could we connect them to this virtual test-drive moment with this exciting car, which is Zoom Zoom Concentrated: our efforts spark on that pure excitement,” concluded Pomarico.

More than product placement, the approach behaves like indirect content creation.

Shot on plush Miami Beach locations, “Me enamoré” tells a yarn of young love at first-sight, between the daughter of a thug, who ends up getting caught, and an all-too-good Angel. A sparkling green Mazda2 triumphantly transports Angel & Khriz against the splendor of a vibrant South Beach.