Mazda CX-50
Welcome to the Outerverse

Background:

Introduced in 2022, the Mazda CX-50 struggled to distinguish itself in a crowded, competitive, and high-spend category. Compounding the problem was Mazda’s small market share and the brand’s low awareness.

The CX-50 couldn’t feel like just another rugged off-road SUV, or another polished crossover that never leaves the pavement. But what it could feel like was a Mazda – a near-luxury, driver-centric vehicle that connects you to the road and engages your senses.


Insight:
While other SUVs celebrate punching through nature (mud! And more mud!), Mazda’s vehicles are designed to elevate the driving experience. In the CX-50, you’re more connected to the natural world, and more open to its wonders. The smell of rain (petrichor!), the pause between lightning and thunder, murmuration and bioluminescence – you’ll notice it all more, and you’ll feel it all more, in a CX-50.


Solution:
We gave that heightened sense of the outdoors a name: the Outerverse. A distinct, ownable world that can only be reached in the Mazda CX-50. And a platform for storytelling that was uniquely Mazda.

Through cinematic storytelling and awe-inspiring scenes, the campaign positioned the CX-50 as capable without turning it into an off-road cliché. Safety, premium craftsmanship, thoughtful features and the hybrid powertrain weren’t treated as specifications, they became the way drivers reach the Outerverse – and fully enjoy it once they arrive.

The campaign extended across broadcast, digital and social content, supported by outdoor creators who brought the Outerverse and the CX-50’s style, comfort, and capability to life for enthusiast communities.

Launched in early 2026, it generated strong lift in consideration across key channels like Meta and YouTube. And most importantly, drove record-breaking sales. Starting with a best-ever January, continuing with record March and April figures, and culminating in May with record Hybrid sales.