Clemenger Harvie has released a campaign for the new Mazda CX-5 - without the car.

The two-week teaser campaign features a wild cheetah sprinting through a city. Directed by Zoom Film & TV's Mark Toia, the car was generated using state-of-the-art CGI special effects from New York company The Moving Picture Company.

The digitally created cheetah aims to reflect Mazda's new design philosophy - KODO: Soul of Motion, which is based on the muscular lines and agility of a cheetah about to pounce. The CX-5 is the first Mazda car to have KODO incorporated into its design.

Executions by Clemenger Harvie's 1Mazda division include print, TV, digital and outdoor with all ements based around the launch tag line of An SUV – but not as you know it.

Stephen Fisher, 1Mazda creative director, said the CX-5 will change the way people think about SUVs.
“The fuel economy and performance benefits of SKYACTIV technology, coupled with the KODO inspired design, was a great opportunity for a creative agency,” he said. “It really is a game changer.”

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