Sydney, Australia – Clemenger BBDO has unveiled a new integrated campaign for the launch of the Next-Gen Mazda CX-5, celebrating what Mazda describes as the model’s most significant update to date through a music-led creative platform.
Titled “It’s Kind of a Big Deal,” the campaign positions the new CX-5 as a major evolution of one of Australia’s best-selling SUVs, highlighting its redesigned exterior, upgraded technology, expanded interior space and enhanced driving dynamics.
At the centre of the campaign is a hero film, “The Mountaintop,” directed by Christopher Riggert of The Finch Company.
Set atop Tasmania’s Mount Wellington, the spot features a choir of Mazda designers, engineers and drivers performing an original song while celebrating the vehicle’s new features.
The campaign extends beyond television into social media, influencer partnerships, out-of-home advertising, digital, CRM, print, radio and Mazda’s website.
Developed alongside media agency OMD Australia, the rollout continues Mazda’s “It’s Kind of a Big Deal” brand platform.
According to Mazda Australia, the CX-5 remains one of the brand’s strongest-performing models, accounting for roughly a quarter of its total vehicle sales in Australia, with more than 330,000 units currently on Australian roads.
Amy Weston, Executive Creative Director at Clemenger BBDO, said the creative approach was designed to reflect the craftsmanship behind the vehicle’s redesign.
“Every part of the Next-Gen CX-5 has been carefully considered, so we wanted the campaign to reflect the craft and care Mazda’s designers and engineers put in. Bring that together with the legacy of the iconic Mazda brand, and it’s kind of a big deal.”
Ashlin Moore, National Brand Manager at Mazda Australia, said the campaign was created to match the significance of the vehicle’s latest evolution.
“The next-gen CX-5 isn’t a small evolution – it’s a significant step-up from the previous model, so we needed a bold, confident and memorable idea to mark this significant launch.”
The Next-Gen Mazda CX-5 campaign is now rolling out nationally across Australia.
