Clemenger BBDO has unveiled a national campaign for the launch of the Next-Gen Mazda CX-5, the most significant update in the model’s history, with an epic celebration of the model’s iconic heritage and new features, all brought to life in song.
The It’s Kind of a Big Deal campaign celebrates the next generation of the Mazda CX-5 and literally sings the praises of the vehicle’s innovative design, advanced technology, ample space and acclaimed driving dynamics from a spectacular mountain top.
Spearheaded by a TV campaign called The Mountaintop, the 2026 Mazda CX-5 is shown weaving its way up glorious Mount Wellington in Tasmania, as a choir of Mazda designers, engineers and drivers scramble up to the summit in pursuit, all while singing about its incredible new features in a catchy song, developed specifically for the campaign.
The TV commercial is supported by Mazda’s It’s Kind of a Big Deal brand platform, developed with media agency OMD Australia, in collaboration with Clemenger BBDO and Mazda Australia, to realiZe the campaign’s full potential. It will be rolled out across social media, influencer partnerships, large and small format, transit and retail out-of-home, CRM, digital, print, website and radio nationwide.
The Mazda CX-5 is one of Australia’s most popular cars and makes up a quarter of Mazda’s total vehicle sales, with more than 330,000 CX-5s on the road across the country.
The Next-Gen CX-5 offers an evolved, yet distinctive Mazda exterior design, modernising the CX-5’s look and feel. Advancements to safety features, technology, and interior space are also welcomed, making it a highly compelling option in the medium SUV segment.
Clemenger BBDO Executive Creative Director, Amy Weston, said: “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, 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 National Brand Manager, Ashlin Moore, said: “The iconic CX-5’s significant upgrade for 2026 is a moment to celebrate. 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.”
Clemenger BBDO Co-CEO, Mike Napolitano, said: “ We are thrilled to continue our partnership with Mazda Australia with ‘It’s Kind of a Big Deal.’ 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. 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.”
CREDITS
Client: Mazda
National Brand Manager: Ashlin Moore
Senior Manager, Brand Marketing and Partnerships: Lynsey Murtagh
Brand Marketing & Sponsorships Senior Specialist: Bella Kurth
Senior Brand Marketing & Partnerships Specialist: Jess Roberts
Senior Specialist Brand Marketing & Partnerships: Dominique Waight
Brand Marketing & Partnerships Specialist: Victoria Nguyen
Video & Multimedia Specialist: Kyle Lord
Creative Agency: Clemenger BBDO
Production Co: The Finch Company
Director: Christopher Riggert
DOP: Tim Tregoning
Senior Producer: Jackie Adler
Production Partners & Post-Production
Casting: Felicity Byrne, Byrne Creative
Offline Editor: Drew Thompson, ARC Edit
Colourist: Fergus Rotherham
Online Artist: Andy McKenna, Skirmish
Music Composition: Squeak E. Clean Studios / Turning Studios
Sound Engineer: Paul Le Couteur, Squeak E. Clean Studios
Media: OMD Australia
