Clemenger BBDO has launched a national campaign for Mazda Australia, marking the arrival of the 2026 Next-Gen Mazda CX-5.
The campaign, titled “It’s Kind of a Big Deal”, positions the new model as the most significant update in the CX-5’s history. It centres on a TV commercial called “The Mountaintop”, which follows the SUV as it drives up Mount Wellington in Tasmania.
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In the spot, a choir of Mazda designers, engineers and drivers follows the vehicle to the summit, singing about its design, technology, space and driving dynamics.
The campaign was developed by Clemenger BBDO with Mazda Australia, alongside media agency OMD Australia. It will run nationally across TV, social, influencer partnerships, out-of-home, transit, CRM, digital, print, radio, retail and Mazda’s website.
Why the CX-5 launch matters for Mazda
The Mazda CX-5 remains one of the brand’s most important models in Australia. According to Mazda, more than 330,000 CX-5s are on the road locally, with the model accounting for a quarter of Mazda’s total vehicle sales.
The Next-Gen CX-5 brings changes to the SUV’s exterior design, safety features, technology and interior space. Mazda is positioning the update as a major step for the medium SUV segment.
Amy Weston, Executive Creative Director at Clemenger BBDO, said the agency wanted the campaign to reflect the work behind the vehicle.
“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,” Weston said.
“Bring that together with the legacy of the iconic Mazda brand, and it’s kind of a big deal, so our campaign had to be memorable. Getting the people who know it best to sing its praises from the mountaintops felt like the natural way to do that.
“It’s probably proved a bit too memorable – the team have had it stuck in their head since the shoot!”
Mazda leans into scale and familiarity
Ashlin Moore, National Brand Manager at Mazda Australia, said the campaign was designed to reflect the scale of the model update.
“The iconic CX-5’s significant upgrade for 2026 is a moment to celebrate,” Moore said.
“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.
“‘It’s Kind of a Big Deal’, celebrates the CX-5’s track record as a proven, reliable all-rounder, while also showcasing its next-gen evolution, offering a more stylish, spacious and smarter vehicle than ever before.”
Mike Napolitano, Co-CEO at Clemenger BBDO, said the work extends the agency’s partnership with Mazda Australia.
“This campaign brings to life the iconic CX-5 in a unique way, reinforcing the long-held confidence in the Mazda brand and vehicle, while also looking to the future,” Napolitano said.
“We’ve thoroughly enjoyed the opportunity to innovate and shape the future of the Mazda Australia brand – the Mazda team’s trust in our work and willingness to embrace our ideas and vision is part of what has made our long-standing collaboration so successful.”
The campaign is now live.