Mazda took its latest vehicle launch straight to Hollywood — debuting the trailer for “5 Sides of the All-New CX-5” during last night’s Oscars broadcast. The campaign rolls out like a movie release, using cinematic storytelling to introduce the 2026 CX-5 through five distinct genres: romance, action, sci-fi, musical, and horror.
Instead of a traditional reveal, Mazda leaned into narrative. Each short film follows the same character — played by rising actress Jessamie Waldon-Day — placed in different cinematic worlds that highlight the versatility of the redesigned CX-5. The project brings serious film credibility, directed by Paul Hunter and shot by Academy Award-winning cinematographer Hoyte Van Hoytema.
“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,” said Brad Audet, Chief Marketing Officer, Mazda North American Operations. “Working with visionary filmmakers like Paul Hunter and Hoyte Van Hoytema allowed us to bring that story to life on screen. Our partnership with the Academy of Motion Picture Arts and Sciences and the Academy Gold program also reflects Mazda’s commitment to supporting and inspiring the next generation of storytellers.”
Beyond the screen, Mazda tied the campaign to mentorship. Through the Academy Gold program, emerging filmmakers were invited behind the scenes to observe production and work alongside industry pros. Additional content capturing that experience is set to roll out across social platforms in the coming weeks.
With expanded interior space, deeper connectivity, and enhanced driver control, the new CX-5 plays a central role in each story — less product placement, more character.
The full slate of films drops in early April — but Mazda’s message is already clear: this launch isn’t just about a vehicle. It’s about storytelling in motion.
