by Mazda’s New Advertising Approach in Australia
Mazda Australia has launched a large-scale advertising campaign for the new CX-5. The main highlight is a music video, shot in Hobart, featuring a specially written song dedicated to the new model. It is worth noting that the new CX-5 turned out to be cheaper for buyers than its predecessor, which is a significant advantage.
Details of the Advertising Campaign
The commercial, titled “It’s Kind of a Big Deal,” was created by the creative agency Clemenger BBDO. It features Mazda designers, engineers, and car owners who sing about the SUV while climbing Mount Wellington, which towers over the Australian city of Hobart. The campaign covers television, social media, outdoor advertising, digital platforms, and radio.
The song lyrics are almost devoid of rhymes and include lines such as: “I want to touch your touchscreen,” “I have space, more room for groceries,” and “the best of all; give your old one to your teenager.” Other lines sound like: “You have arrived, sculpted, perfected” and “You make me sing from the top of the mountain, it’s the CX-5!” As reviewers note, the lyrics leave much to be desired, as do the vocal abilities of the performers.
According to Clemenger BBDO Creative Director Amy Weston, “our campaign had to be memorable. Getting the people who know this car best to sing its praises from the top of a mountain seemed like a natural way to achieve that. It might have turned out to be even too memorable — the team hasn’t been able to get this tune out of their heads since the shoot!”
Technical Specifications and Prices
While the jingle is unlikely to convince many buyers, the new CX-5 itself has every chance of attracting customers who are considering, among others, the new Toyota RAV4.
Local prices for the new Mazda CX-5 start from 39,990 Australian dollars (about 28,000 US dollars) for the entry-level Pure AWD version. It is equipped with a 2.5-liter four-cylinder engine producing 177 hp (132 kW) and 178 lb-ft (242 Nm) of torque. Interestingly, all versions share the same powertrain and a six-speed automatic transmission.
Other trims include the Evolve for 42,990 Australian dollars (30,100 US dollars), the Touring for 47,490 dollars (33,300 US dollars), the GT SP for 51,990 dollars (36,400 US dollars), and the top-tier Akera for 54,990 dollars (38,500 US dollars).
Despite the controversial advertising campaign, the new CX-5 offers competitive prices and modern features. The reduction in cost compared to its predecessor makes it an attractive option in the ever-growing market. While the jingle may raise a smile, the technical specifications and affordability of the model will likely be the deciding factors for buyers looking for a reliable and practical family SUV.
