You can learn a lot about a brand from how they infuse their brand values into their advertising.

You can learn a lot about a brand from how they infuse their brand values into their advertising. In Mazda's new 5 Sides campaign for the 2026 CX-5, they created five launch films that each explore a different side of the vehicle through a cinematic genre. Romance, thriller, horror, action, and more. And the reason the campaign feels so distinct actually ties back to several core Japanese philosophies that shape how Mazda designs vehicles in the first place. The first is Jinba Ittai, horse and rider as one, or in this case, car and driver as one, believing that a vehicle should serve as an extension of you. Then Hacho, broken rhythm, the idea that perfect symmetry is lifeless and embracing art, craftsmanship, design, and cinematic direction. Mazda intentionally contrasts materials and intentionally includes human-led creative choices. She allows their designs to feel calming and slightly unexpected. And finally, Kodo, Soul of Motion. Mazda designs vehicles to feel alive, almost as if the bodywork is moving when the car is standing still. You can see that throughout the all-new CX-5, from the sculpted exterior surfaces catching light differently in every scene, to the way the vehicle was filmed almost like a living character throughout the campaign. That's what makes 5 Sides interesting to me. It's a creative interpretation of the many sides of life and how Mazda believes a vehicle should emotionally connect with the person driving it.