Mazda is leaning all the way into storytelling for the launch of its 2026 CX-5, unveiling a cinematic, five-film campaign during the Oscars broadcast that reads like a mini studio slate rather than a traditional car ad.
Titled “5 Sides of the All-New CX-5,” the campaign reimagines the vehicle through the lens of five distinct movie genres: romance, action, sci-fi, musical, and horror. The trailer, which premiered during the Academy Awards, sets the tone for a rollout that feels closer to a film release than a product launch.
Directed by Prettybird’s Paul Hunter and shot by Academy Award-winning cinematographer Hoyte Van Hoytema, the campaign follows a single character, played by rising actress Jessamie Waldon-Day, across five different cinematic worlds. Each story highlights a different side of her life, using the CX-5 as a throughline to showcase its versatility, from everyday practicality to more stylized, high-concept scenarios.
Mazda partnered with WPP to bring the concept to life, aiming to connect the redesigned SUV to what it describes as “multifaceted modern living.” The new CX-5 features increased interior space, improved connectivity, and enhanced driver control, all framed within these genre-driven narratives. Watch below:
“Our all-new CX-5 was designed for people who live full, multifaceted lives, so cinematic storytelling felt like a natural way to introduce it,” said Brad Audet, Chief Marketing Officer of Mazda North American Operations.
Beyond the creative, the campaign also taps into the industry itself. Mazda collaborated with the Academy of Motion Picture Arts and Sciences through its Academy Gold program, giving emerging filmmakers behind-the-scenes access to the production. The mentorship initiative was further documented through short-form content created with Disney CreativeWorks, which will roll out across social platforms.
The campaign’s distribution strategy mirrors its cinematic ambition, with placements across Hulu, YouTube, TikTok, X, Meta, and Reddit, alongside organic content spotlighting both the films and the mentorship experience.
The full slate of genre-inspired films is set to debut in early April, positioning Mazda’s latest launch not just as a car campaign, but as a piece of entertainment in its own right.
And honestly, for a filmmaker juggling ads and features, this is the kind of work that should both inspire and create a little jealousy. It’s basically branded content pretending to be cinema. And getting away with it.
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