Mazda Australia has released an all-singing, all-dancing commercial for the new CX-5. Filmed in Hobart, the commercial includes a cheesy song celebrating the new model. Crucially for customers, the all-new CX-5 is actually cheaper than its predecessor. The new, and very important, CX-5 has arrived in Australia, and Mazda marked the occasion by dropping a commercial built around a song written specifically for the new SUV. It is one of the cheesiest, least catchy jingles we have heard in years, and Mazda is betting that the annoyance works in its favor. The commercial, dubbed ‘It’s Kind of a Big Deal,’ was created by creative agency Clemenger BBDO and features designers and engineers from Mazda, along with owners, singing about the SUV as it climbs Mount Wellington, the peak overlooking the Tasmanian city of Hobart. The campaign is rolling out across TV, social media, out-of-home advertising, digital platforms, radio, and other channels. Read: Mazda Is Considering The CX-5 It Kept Saying No To Until Now Nearly devoid of rhymes, it serves up lines like “want to touch your touchscreen,” “I have you space, more space for groceries,” and “best one yet; give the old one to your teen.” Other lines include, “You have arrived, sculpted, refined” and “You’ve got me singing from the mountaintop, it’s a CX-5!” The lyrics leave a little to be desired, and so do the voices of those called upon to sing them. According to Clemenger BBDO executive creative director Amy Weston, “our campaign had to be memorable,” adding that “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!” What Does The CX-5 Offer? While we’re not convinced the jingle will win many buyers over, the new CX-5 itself should do a solid job of luring people out of rival vehicles, most notably those shopping for the new Toyota RAV4. Local prices for the new Mazda CX-5 start at AU$39,990 ($28,000) for the entry-level Pure AWD, equipped with a 2.5-liter naturally-aspirated four-cylinder delivering 177 hp (132 kW) and 178 lb-ft (242 Nm) of torque. Interestingly, all versions feature the same powertrain and six-speed automatic transmission. Other versions include the AU$42,990 ($30,100) Evolve, the AU$47,490 ($33,300) Touring, the AU$51,990 ($36,400) GT SP, and the AU$54,990 ($38,500) Akera.
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