MAZDA AUSTRALIA ELEVATES CX-5 LAUNCH WITH CHOIR-LED CAMPAIGN

Mazda Australia has launched the Next-Gen Mazda CX-5 with a national campaign via Clemenger BBDO titled “It’s Kind of a Big Deal.” Centred on a film called The Mountaintop, the campaign features a choir of Mazda designers, engineers and drivers ascending Mount Wellington while singing an original song celebrating the SUV’s features.

Mazda Australia has unveiled a striking new campaign to introduce the Next-Gen Mazda CX-5, positioning the SUV as a landmark in the brand’s portfolio. Developed by Clemenger BBDO, the initiative is titled “It’s Kind of a Big Deal” and is anchored by a cinematic film called The Mountaintop.  

Shot on location at Mount Wellington in Tasmania, the film takes the concept of “singing a car’s praises” to literal heights. As the 2026 Mazda CX-5 winds its way up the mountain’s twisting roads, a choir composed of Mazda designers, engineers and drivers climbs toward the summit, performing an original song created specifically for the campaign. The spectacle blends the grandeur of the natural landscape with the human voices celebrating the SUV’s design, performance and innovation.  

Directed by Christopher Riggert and produced in collaboration with FINCH Company, the film is a bold creative statement. It elevates the familiar trope of automotive advertising by combining music, storytelling and engineering pride into a single narrative. The choir’s ascent mirrors the CX-5’s journey, symbolising the collective effort behind the vehicle’s creation and the emotional resonance it seeks to inspire among drivers.  

Mazda’s decision to stage the campaign in Tasmania underscores its ambition to connect the CX-5 with both adventure and artistry. The mountain setting provides a dramatic backdrop, while the choir’s performance conveys authenticity and passion. By involving the very people who designed and built the car, the campaign highlights the human ingenuity behind the machine, reinforcing the CX-5’s identity as more than just a product—it is a collaborative achievement.  

The CX-5 has long been a cornerstone of Mazda’s line-up, and the Next-Gen model represents a significant evolution. With enhanced features and refined styling, it aims to strengthen Mazda’s position in the competitive SUV market. The campaign’s tagline, “It’s Kind of a Big Deal,” reflects both the importance of the vehicle to Mazda’s future and the confidence with which it is being introduced.  

Through The Mountaintop, Mazda Australia and Clemenger BBDO have crafted a campaign that is as much a celebration of creativity as it is of engineering. By marrying music, landscape and design, the launch of the Next-Gen CX-5 becomes a cultural moment, inviting audiences to see the SUV not only as a practical choice but as a symbol of innovation and pride.