Since 2000, Mazda has used the phrase "Zoom-Zoom" to describe what it calls the "emotion of motion" that it claims is inherent in its cars. Extremely successful and long-lasting (when compared to other automotive marketing taglines), the Zoom-Zoom campaign has now spread around the world from its initial use in North America.

The Zoom-Zoom campaign has been accompanied by the "Zoom-Zoom-Zoom" song in many television and radio advertisements. The original version, performed by Jibril Serapis Bey (used in commercials in Europe, Japan and South Africa), was recorded long before it became the official song for Mazda as part of a soundtrack to the movie Only The Strong (released in 1993). The Serapis Bey version is a cover of a traditional Capoeira song, called "Capoeira Mata Um". In 2010, its current slogan is "Zoom Zoom Forever". The longer slogan (Used in TV ads) is "Zoom Zoom, Today, Tomorrow, Forever".

Early ads in the Zoom-Zoom campaign also featured a young boy (Micah Kanters) whispering the "Zoom-Zoom" tagline.[37]

Since 2011, Mazda has still used the Zoom-Zoom tagline in another campaign called "What Do You Drive?". The punchline for this is "At Mazda, we believe because if it's not worth driving, it's not worth building. We build Mazdas. What do you drive?".