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

Trailer debut during the Oscars® broadcast introduces "5 Sides of the All-New CX-5," directed by Paul Hunter and created in partnership with WPP.

Mar. 16, 2026 at 1:48am

Got story updates? Submit your updates here. ›

Mazda has unveiled a cinematic storytelling campaign introducing the 2026 Mazda CX-5, featuring five original stories inspired by iconic movie genres: romance, action, sci-fi, musical, and horror. The campaign, developed in partnership with WPP, blends cinematic storytelling with a distinctive vehicle launch, using film to showcase the versatility of the all-new CX-5. Each film stars rising actress Jessamie Waldon-Day alongside the Mazda CX-5, placing the same character in distinct cinematic worlds that reveal different sides of her life and how the vehicle supports each one. The campaign is directed by acclaimed filmmaker Paul Hunter and shot by Academy Award®-winning cinematographer Hoyte Van Hoytema.

Why it matters

The campaign reflects Mazda's focus on connecting the vehicle to the many dimensions of modern life, with the redesigned CX-5 offering more interior space, deeper connectivity, and enhanced driver control to support those moments. By using cinematic storytelling, Mazda aims to introduce the all-new CX-5 in a unique and engaging way that resonates with its target audience.

The details

The "5 Sides of the All-New CX-5" trailer premiered during the Oscars® broadcast on March 15, 2026, previewing the five original stories that will debut in early April. Mazda also partnered with the Academy Gold program, a professional development initiative from the Academy of Motion Picture Arts and Sciences that supports emerging filmmakers, allowing Academy Gold mentees to observe the production and engage with filmmakers and production leaders.

  • The trailer premiered during the Oscars® broadcast on March 15, 2026.
  • The full slate of five films will debut in early April 2026.

The players

Mazda North American Operations

Proudly founded in Hiroshima, Japan, Mazda has a history of sophisticated craftsmanship and innovation, and a purpose to enrich life-in-motion for those it serves.

Paul Hunter

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

Hoyte Van Hoytema

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

Jessamie Waldon-Day

A rising actress who stars in the five 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.

Got photos? Submit your photos here. ›

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 (bakercityherald.com)

“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 (bakercityherald.com)

What’s next

The full slate of five films will debut in early April 2026, following the premiere of the trailer during the Oscars® broadcast.

The takeaway

Mazda's innovative campaign to introduce the all-new CX-5 through a series of cinematic stories showcases the brand's commitment to connecting its vehicles to the multifaceted lives of its customers, while also supporting the next generation of filmmakers through its partnership with the Academy Gold program.