Mazda Canada of Richmond Hill, ON has begun a marketing campaign in support of its new 2013 CX-5 compact SUV. The national campaign, developed by JWT, includes a 30-second television commercial called "We Have the Technology." The ad makes use of the visual style and music of the 1970s, as well as a science fiction narrative to depict the technology in the vehicle. The campaign will also include an additional 30-second commercial focusing on the individual attributes of the car, followed by print, cinema and digital advertising. "We felt it was important to create a marketing campaign that speaks to the uniqueness of the Mazda CX-5," said Neil Maclellan, vice-president and management director at JWT/Team Mazda. "The emphasis on science and technology throughout the campaign helps us tell the story to consumers in a different but relatable way. Essentially it's science fiction without the fiction."