Mazda Australia has released a new commercial for the all-new CX-5, and it features a theme song performed by the people who know the SUV best: its engineers and owners.
The ad, titled 'It's Kind of a Big Deal,' was created by creative agency Clemenger BBDO.
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It was filmed in Hobart, Tasmania, and shows the CX-5 climbing Mount Wellington while the cast sings about the vehicle.
A Cheesy, Unforgettable Jingle
The song is notably cheesy and lacks catchy rhymes.
Lyrics include lines like 'want to touch your touchscreen, I have you space, more space for groceries' and 'give the old one to your teen.'
According to Clemenger BBDO executive creative director Amy Weston, the campaign had to be memorable.
'Getting the people who know it best to sing its praises from the mountaintops felt like the natural way to do that,' she said.
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The jingle may not win awards, but Mazda is betting that its annoyance factor will make it stick in viewers' minds.
The campaign is rolling out across TV, social media, out-of-home advertising, digital platforms, radio, and other channels.
What the New CX-5 Offers
While the song may not sell the car, the CX-5 itself is a strong contender against rivals like the Toyota RAV4.
Pricing in Australia starts at AU$39,990 ($28,000) for the entry-level Pure AWD model.
All versions come with a 2.5-liter naturally-aspirated four-cylinder engine producing 177 hp (132 kW) and 178 lb-ft (242 Nm) of torque, paired with a six-speed automatic transmission.
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Other trims include the Evolve at AU$42,990, Touring at AU$47,490, GT SP at AU$51,990, and Akera at AU$54,990.
