Mazda dropped a new commercial for the updated CX-5 in Australia this week. It’s loud. It’s brassy. It’s an earworm designed to irritate you into submission.
The track, part of a campaign called ‘It’s Kind of a Big Deal’, was crafted by agency Clemenger BBDO. Real Mazda designers? They sing. Real engineers? They croon. Real owners? They belt out lyrics from the top of Mount Wellington. Yes. The peak overlooking Hobart.
The logic? If you hate it, you remember it.
The commercial hits every screen imaginable. TV. Radio. Digital feeds. Social media timelines. You can’t escape it unless you turn your phone off entirely.
The lyrics leave much to be desired
Let’s talk about the words. Because they are not subtle.
“Want to touch your touchscreen.”
“I have you space, more space for groceries.”
“Best one yet; give the old one to the teen.”
No rhymes. Just awkward, rhythmic statements about car features set to a melody that refuses to resolve. Then comes the climax:
“You’ve got me singing from the mountaintops, it’s a CX-5!”
Amy Weston, executive creative director at Clemenger BBDO, admitted the strategy. She said the goal was memorability. Getting the experts to sing their praises from Mount Wellington felt “natural.”
Did it work? Weston claims the team has had the jingle stuck in their heads since the shoot wrapped. So, if you find yourself humming about touchscreen access and grocery storage, that’s not an accident. It’s the plan.
Is annoyance a valid marketing strategy? Probably. If the tune lodges in your brain long after you’ve driven past the dealership, the car stays on your mind too.
What does the 2024 Mazda CX-5 actually offer?
The jingle might be grating. The car itself, however, has solid specs. Mazda is clearly targeting buyers who might be eyeing the new Toyota RAV4 instead. The question is, why choose Mazda?
Here is what you get for your money in the Australian market.
The Powertrain: Simple and Uniform
One quirk stands out immediately. Every single trim level comes with the exact same engine and transmission. There are no hybrid variants or torque-hungry turbos to choose from. Just a 2.5-liter naturally aspirated four-cylinder mated to a six-speed automatic.
It makes 177 hp and 178 lb-ft of torque. That is 132 kW and 242 Nm if you prefer metric units.
This simplicity cuts out the confusion for buyers. You know what you are getting. No guessing games about performance tiers.
Trim Levels and Pricing
Mazda has stacked the options high, starting from the entry point.
Pure AWD
Starts at AU$39,990 (~$28,000 USD). This is the base model. You get all-wheel drive. You get the 177 hp engine. You get the essentials.
Evolve
Priced at AU$42,990 (~$30,100). You add some comfort features here.
Touring
At AU$47,490 (~$33,300), things get nicer. Better materials. More tech.
GT SP
This one lands at AU$51,990 (~$36,400). Sport-tuned suspension? Likely. Distinctive styling cues? Probably.
Akera
The top-tier model costs AU$54,990 (~$38,500). If you want the full CX-5 experience, this is where you park.
Is it worth the noise?
The new CX-5 starts at roughly $28,000. It undercuts many rivals. It offers a consistent driving experience across the board.
The song? That’s just the cherry on top. Or rather, the olfactory equivalent of a lemon squeezed directly into your ear canal.
But hey, it’s memorable.
The campaign is rolling out now. By the time you read this, you might already be singing “best one yet” under your breath. Don’t say we didn’t
