Mazda Brings Canada’s Beloved Touring Band Arkells to a Small-Town Garage
Mazda has launched a new brand platform encouraging Canadians to “Move And Be Moved.” It’s all about living life with intention and making choices that move us all forward.
The campaign kicked off with a broadcast commercial featuring vignettes of people pursuing their passions, scored by Canada’s own Arkells with their multiplatinum song “Knocking At The Door,” currently on air. That connection went a step further by detouring Arkells from their cross-country tour, to bring an exclusive show to a small town. The first ever “Arkells x Mazda De-Tour” saw the band play a special concert to one hundred lucky fans, in a Mazda owner’s garage in Minesing, ON.
“We know the importance of live music,” said Arkells frontman Max Kerman. “When we were presented with the opportunity to bring our Big Feelings Tour to our fans in a unique setting, we knew it would be special.”
The 9X JUNO Award winning band performed a blistering set that die-hard fans will remember as a once in a lifetime experience. A campaign landing page detailing the event and the story behind the De-Tour can be seen here along with a long format piece that documents the concert here. The connection between the band and the brand first began in 2021 when Arkells lead guitarist Mike DeAngelis cast his vintage Mazda Miata in two Arkells music videos.
A social post by the band announcing the secret show generated thousands of requests for tickets to the event. Those lucky enough to score a spot were also surprised by limited-edition merch including a De-Tour shirt commemorating the concert, designed in collaboration with the band.
“What really impressed us was the band’s commitment to giving back to their loyal fans,” said Neal Bouwmeester, director of marketing at Mazda Canada. “Leaving a lasting legacy that improves our communities is something we share with the band - that’s why we were excited to partner with them.”
The program and creative was handled by WPP Team Mazda Canada.
