Mazda has given the 2013 CX-5 The Six Million Dollar Man treatment in a new ad. As we all know, the crossover segment is rife with compromise. With half the capability of an SUV and none of the driving dynamics of an equivalent hatchback, most of the vehicles hold all the appeal of venereal disease for most enthusiasts. If Mazda's marketing is to be believed, the 2013 CX-5 cures those ails, as it were. Along with the best fuel economy of any SUV in North America, the vehicle promises to offer buyers a more spirited driving experience.

Expect to see more of The Six Million Dollar Man associated with the CX-5. Mazda is launching a campaign on April 2 that will include spots on television, in movies, print and various digital spaces. Each spot will come soaked in an appropriate amount of 1970s vintage feel. Hit the jump for a look at the first ad as well as the full press release.



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2013 Mazda CX-5 Launches with All-New Inside-Out Advertising Campaign

IRVINE, Calif. (March 23, 2012) – Mazda North American Operations (MNAO) today announced the launch of a comprehensive, creative advertising campaign in support of its all-new 2013 Mazda CX-5 small crossover SUV. The campaign has been developed to be as unique as the CX-5 itself.

In much the same way that science and technology reimagined the life of Steve Austin in the hit 1970s television series "The Six Million Dollar Man," so has Mazda's SKYACTIV® Technology reimagined what a crossover SUV can be with the release of the CX-5. To tell that narrative to consumers, MNAO's advertising agency partner, The Garage/Team Mazda, has created a :60 and :30 version of a national television spot titled "Better. Stronger. Smarter." which pays homage to the iconic science fiction series.

Taking a creative cue from "The Six Million Dollar Man," the new CX-5 television ads are highly stylized with a 1970s era aesthetic and soundtrack showcasing how Mazda engineers used cutting edge SKYACTIV® Technology to engineer the CX-5 crossover. The science fiction-themed narrative delivers the key message that Mazda's technology has engineered a crossover vehicle that is better, stronger and smarter than its competitors, resulting in the highest highway fuel economy of any SUV – including hybrids – sold in North America, as well as a level of driving dynamics as expected from the Zoom-Zoom car company.

The initial launch of the "Better. Stronger. Smarter." ad will be followed by three additional :30 spots focusing on key individual attributes of the CX-5, including fuel economy, technology and safety.

The ad campaign for the CX-5 will be unique in its "inside-out" approach. On March 28, Mazda will first engage company employees, key brand influencers and enthusiasts to interact with the ad and the CX-5 experience. This key group will be encouraged to share the content, generating buzz from inside the organization out to consumers via social media channels including Facebook, Twitter, YouTube and more.

Mazda will continue to roll-out the campaign on April 2 with a robust media mix of television, cinema, print, digital (display, mobile and video) and place-based video in health clubs, airports and other locations designed to reach the active CX-5 target. The plan will create a large presence able to touch the target where they work and play, not just when they are in front of a television.
"The Mazda CX-5 is in a class all its own," said John Abel, director of marketing for MNAO. "That is why we felt it was important to create an ad campaign that speaks to the uniqueness of the vehicle we have engineered. The emphasis on science and technology in the ad, through the stylish homage to a beloved science fiction icon, helps us tell the story to consumers in a different but relatable way."

With a starting MSRP of $20,695 MSRP, the Mazda CX-5 delivers a combination of experiential benefits never before seen in a crossover. All models feature a long list of high-level standard amenities, including aluminium-alloy wheels, daytime running lights (DRL), push-button start, a tilt-and-telescopic steering column, steering-wheel-mounted audio and cruise controls as well as auxiliary and USB connection ports. Available options include front- or all-wheel drive, six-speed manual or automatic transmissions, leather seating, moonroof and satellite navigation. Additionally, CX-5 achieves best-in-class fuel economy and earned a "Top Safety Pick" by the Insurance Institute for Highway Safety (IIHS).


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  • 45 Comments
      Jamie Elmhirst
      • 2 Years Ago
      I'm always amazed by the hard and fast opinions that are developed around vehicles that folks have never driven. The Mazda CX-5 is just as "fast" as a Honda CR-V - even faster if the recent review in trucktrend is to be believed. There are no "fast" four cylinders compact CUVs on the market. Speed demons will opt for a V6 in something like the RAV-4. But if you're looking for a nice looking, roomy, extremely quiet, and incredibly fuel efficient CUV, this might be a good choice. And I think that hits the heart of the market.
      Gorgenapper
      • 2 Years Ago
      How many of you armchair test drivers have actually driven the CX-5? I was down at the dealership today and drove a GX in automatic (I should have asked to drive a manual, but really I was curious about the new SkyActiv auto transmission). First, to answer that burning question on most peoples' minds, no...it isn't fast or powerful. When the car was in fully automatic mode, the transmission's response to throttle input is a bit dulled and muted, particularly so when I jammed my foot all the way down to the floor - I could almost feel the transmission downshifting 2 gears before it started moving forward with some urgency. With that said, I put the transmission into sport shift mode and the difference is noticeable. I was able to stay in one gear just as I would have in a manual transmission (I did not try to bring it to redline to see if it would upshift), and gear shifts were very quick. I would not say that it is dual-clutch quick, but it is certainly a hell of a lot quicker than some sport shift autos I have driven in the past. In other words I liked the sport shift mode very much and was quite impressed by how quickly it shifted. So, with the car in sport shift mode and staying in gear to wring out the power, the CX-5 feels noticeably more lively and responsive even with another person in the passenger seat. It doesn't leap off the line from a standstill, but it isn't struggling to get out of its own way either. If you eschew the automatic mode and get a manual, or use the sport shift exclusively, you will be pleasantly surprised with its pickup for a CUV. The engine does not sound particularly amazing when it's being wrung, which is to be expected since it's a 2.0L 4-cyl, but it does not annoy. As far as handling goes, lane changes and making left/right turns felt pretty responsive, although you still don't want to take a corner in this thing at high speeds due to the higher COG. The steering is responsive and feels natural (the steering wheel itself is sized right) and you can make surprisingly tight turns if you need to turn the car around. The interior of the car is very good for the price point (my tester was the base model with cloth seats). Everything is laid out thoughtfully and is easy to reach. The centre stack has a clean look to it and is noticeably lacking in bling, gimmicks, chrome trim, etc. Buttons, dials, switches and status indicators are laid out logically, and look sophisticated and expensive. The majority of the upper dashboard is the same soft-touch vinyl/rubber as on the current gen Mazda 3, but (I think) with a different texture. The light hitting this portion of the dashboard is dispersed nicely across the surface and not only makes the material look pretty nice and inviting to touch, but also minimizes glare and reflection onto the windshield. The other plastic trim pieces are also of similar quality, especially the metallic-looking pieces on the steering wheel and on the door panel.
        Gorgenapper
        • 2 Years Ago
        @Gorgenapper
        The cloth seats look and feel good to sit in, and there is ample space for putting stuff around the cabin (the centre armrest is pretty deep, there is a cubby hold under the HVAC switches with a rubber backing, and every door has a little pocket thing with a rubber base, which also doubles as a door handle.) Speaking of cargo capacity, it has quite a lot of it in the back especially if the rear seats are folded down. My GX tester didn't have the pull levers in the back to make the seats flop down, so I had to reach over a little bit to hit the buttons on the top of the seats. Impressions of it from the outside are good - it's tall enough that I could barely reach over to the middle portion of the roof (I'm 6ft) and you can step down and out of the car comfortably, but not so tall that you feel like you're climbing into a truck. The side mirrors are mounted on the door panels themselves, not on the windows, and I was told this is to reduce vibration (or something). Overall, I see this as a very positive first step in Mazda's plan to go forward with SkyActiv and the new Kodo styling. The CX-5 is very much a CUV which is closer in feel and fuel efficiency to a small car than other CUVs, yet without sacrificing the 'Utility Vehicle' portion of its moniker *and* also without cheaping the interior out (unlike the new CRV, which I got to look at this past February).
        Gorgenapper
        • 2 Years Ago
        @Gorgenapper
        Forgot to mention... the US only gets 3 colour choices for the manual transmission. Canada has the full range of colours for any trim. I don't know if Mazda is trying to push the higher trim levels on Americans by using colour choices as leverage, or if it's because the CX-5s land in Vancouver, or if Mazda feels that Canadians like their brand better, or what. Of the 3 colour choices limited to the US manual transmissions, the gray looks the best, but would be nice if it also came in blue or white...
      Go
      • 2 Years Ago
      Pretty good ad, actually. I've been this business for ages and I have to tip my hat to Mazda lately. They're positioning themselves well, making the work entertaining, communicating vital info clearly, etc. (and no, I don't work with 'em!). IMO, it's seriously tough to market (much less make) fuel efficient cars that are still entertaining. The reviews on this, so far, sound good. Their sales will obviously tell the story but I kinda like Mazda's prospects at the moment.
      Shiftright
      • 2 Years Ago
      How many people in the target demographic know who/what the Six Million Dollar Man was? Also, isn't it time for a big budget movie redo?
        the.ting
        • 2 Years Ago
        @Shiftright
        Even if you didn't, does it make the spot make less sense? I don't think so.
        David Hu
        • 2 Years Ago
        @Shiftright
        I'd say I'm in the target demographic; I'm 30 but I know who the six million dollar man is. In any case, it's easy to find out if you're at all intrigued by the ad. By the way, here's hoping Mazda strikes gold with this car...I really hope it stays in business.
      techie69
      • 2 Years Ago
      Nice ad!
      superchan7
      • 2 Years Ago
      3300 lbs. for a CUV is impressive. A pre-2012 Camry weighed 3500+ lbs.
      thrutheeyesofbry
      • 2 Years Ago
      I work at a Mazda dealership and have done a handful of test drives in the new CX-5. The car is growing on my cosmetically but this thing does not feel like a gas sipping small SUV or CUV or whatever the latest trend name for this vehicle is. I don't, however, know how it compares to other vehicles in the same segment as I don't ever drive them other than the Tuscon. And I'd much prefer the CX-5. It's a fun car that doesn't feel anemic like it should if it's getting the best fuel economy in the segment.
      WillieD
      • 2 Years Ago
      Your first paragraph is somewhat contradictory. You say crossovers (which is what the CX-5 is) have half the capability of SUVs and then you imply the CX-5 is an SUV. What?
        the.ting
        • 2 Years Ago
        @WillieD
        The line between SUV and CUV has blurred in recent years. More and more, what used to be SUVs are now shifting to unibody construction and chassis platforms that are based on passenger vehicles. The industry has started to use the two monikers interchangeably.
          Justin
          • 2 Years Ago
          @the.ting
          But people still try to associate cuv's as suv's to cash in on the fact that they think it's a truck to make it sound cooler. This thing is a hatchback with a lift kit as far as looks go for me.
          WillieD
          • 2 Years Ago
          @the.ting
          I know, but I think the difference between a crossover and SUV is still quite clear. RWD, highish ground clearance, available with true 4x4 with a low range, good towing capacity, somewhat boxy masculine exterior, etc. This has pretty much none of that.
      CarCrazy24
      • 2 Years Ago
      This is outstanding mileage for such a nice handling CUV, well done Mazda! And I agree, this engine/transmission combo should be in the Mazda5 Van. But still I await the arrival of the diesel....
      flychinook
      • 2 Years Ago
      Dear Mazda. The CX-5 gets 35mpg hwy. The Mazda 3 gets up to 40 hwy. PLEASE put this engine in the Mazda5. A six-seat minivan that nets 35-40mpg hwy will sell a lot better than one that gets 28mpg.
      Myself
      • 2 Years Ago
      I drove one on Thursday and the only thing I questioned was why it is not on my driveway yet. That comes from 2007 Mazda 3 driver. Excellent handling, excellent brakes, great visibility and sweet engine. Autobox is a gem. Chassis is comfortable yet precise and very communicative.
      • 2 Years Ago
      [blocked]
        ALafya
        • 2 Years Ago
        The plain Civic does 39MPG. Also, 35 MPG is only FWD + manual. AWD + auto is down to unimpressive 31/25 MPG. A CRV with ~+30HP more gets 30/22.
        ALafya
        • 2 Years Ago
        Also, thinking that in the Mazda 3 the same configuration gets you 40/28MPG, I got to wonder how 9 MPGs got squandered.
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