Mazda Launches All-New CX-5 with 5-Film Campaign Inspired by Hollywood

Trailer debuts during Oscars, showcasing versatility of redesigned CX-5 through cinematic stories across genres

Mar. 16, 2026 at 5:10am

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Mazda has unveiled a new campaign for the 2026 Mazda CX-5 called "5 Sides of the All-New CX-5." The campaign features five original short films inspired by classic movie genres like romance, action, sci-fi, musical, and horror. The films star rising actress Jessamie Waldon-Day alongside the redesigned CX-5, showcasing how the vehicle supports the character's different lifestyles and experiences. The campaign was developed in partnership with WPP and directed by acclaimed filmmaker Paul Hunter, with cinematography by Academy Award winner Hoyte Van Hoytema.

Why it matters

The cinematic campaign reflects Mazda's focus on connecting its vehicles to the multifaceted lives of modern consumers. By using film to highlight the versatility of the redesigned CX-5, Mazda aims to make an impactful debut for the new model and position it as a vehicle that can adapt to a variety of lifestyles and needs.

The details

The five short films will debut in early April, but the campaign kicked off with the premiere of the trailer during the Oscars broadcast on March 15. Mazda also partnered with the Academy Gold program, a professional development initiative from the Academy of Motion Picture Arts and Sciences, to provide mentorship opportunities for emerging filmmakers during the production process.

  • The trailer for the "5 Sides of the All-New CX-5" campaign debuted during the Oscars broadcast on March 15, 2026.
  • The full slate of five short films will debut in early April 2026.

The players

Mazda North American Operations

The U.S. sales, marketing, and customer service division of the Japanese automaker Mazda, headquartered in Irvine, California.

Paul Hunter

The acclaimed filmmaker who directed the "5 Sides of the All-New CX-5" campaign.

Hoyte Van Hoytema

The Academy Award-winning cinematographer who shot the "5 Sides of the All-New CX-5" campaign.

Jessamie Waldon-Day

The rising actress who stars in the five short films of the "5 Sides of the All-New CX-5" campaign.

Academy Gold

A professional development initiative from the Academy of Motion Picture Arts and Sciences that supports emerging filmmakers.

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What they’re saying

“The all-new Mazda CX-5 was designed for people who live full, multifaceted lives, so cinematic storytelling felt like a natural way to introduce it.”

— Brad Audet, Chief Marketing Officer, Mazda North American Operations (PR Newswire)

“Combining movie genres with the versatility of a car—and seeing how seamlessly it fit into each story—was really special. I'm excited to take this mentorship experience forward and continue growing as a filmmaker.”

— Annika Dean, Academy Gold mentee (PR Newswire)

What’s next

The full slate of five short films showcasing the "5 Sides of the All-New CX-5" will debut in early April 2026.

The takeaway

Mazda's innovative campaign for the redesigned CX-5 demonstrates the automaker's commitment to connecting its vehicles to the diverse lifestyles of modern consumers through captivating cinematic storytelling and collaboration with emerging filmmaking talent.