Mazda Launches All-New CX-5 with Cinematic Campaign

Five-film series inspired by Hollywood genres debuts during Oscars broadcast

Mar. 16, 2026 at 12:55am

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Mazda has unveiled a new cinematic campaign called "5 Sides of the All-New CX-5" to introduce its 2026 Mazda CX-5 model. The campaign, developed in partnership with WPP, features five original short films inspired by iconic movie genres including romance, action, sci-fi, musical, and horror. The films star rising actress Jessamie Waldon-Day alongside the new CX-5, showcasing the vehicle's versatility in supporting the character's different lifestyles. The campaign was directed by Paul Hunter and shot by Academy Award-winning cinematographer Hoyte Van Hoytema.

Why it matters

The cinematic approach to launching the new CX-5 reflects Mazda's focus on connecting its vehicles to the multifaceted lives of modern consumers. By using film to highlight the car's versatility, Mazda aims to make an impactful debut for the redesigned model, which offers more interior space, deeper connectivity, and enhanced driver control.

The details

The "5 Sides of the All-New CX-5" campaign will debut with a trailer during the Oscars broadcast on March 15, 2026. The full series of five short films will then be released in early April. Mazda partnered with the Academy Gold program, a professional development initiative from the Academy of Motion Picture Arts and Sciences, to invite emerging filmmakers to observe the production and engage with the creative team. The campaign will be supported by a cross-platform media launch across streaming, social, and digital platforms.

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

The players

Mazda North American Operations

The North American division of the Japanese automaker Mazda, headquartered in Irvine, California and overseeing sales, marketing, and customer service in the United States, Canada, Mexico, and Colombia.

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.

Brad Audet

The Chief Marketing Officer of Mazda North American Operations.

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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

“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

What’s next

The full series of five short films from the "5 Sides of the All-New CX-5" campaign will debut in early April 2026, following the trailer premiere during the Oscars broadcast.

The takeaway

Mazda's innovative cinematic approach to launching the all-new CX-5 reflects the brand's focus on connecting its vehicles to the multifaceted lives of modern consumers. By using film to showcase the car's versatility across different genres and lifestyles, Mazda aims to make a memorable debut for the redesigned model and inspire the next generation of storytellers through its partnership with the Academy Gold program.