The new ads seek to deepend consumers' emotional connection to the brand. The first spot, a 60-second ad directed by RSA's Jake Scott and featuring a poetic V.O. from Breaking Bad actor Aaron Paul, shows the life progression of a male driver. He starts out as a teen learning the ropes from his dad in a parking lot. He buys a second-hand Roadster which takes him through college -- and helps spark young love. The story moves on to when he gets married and goes for the more practical Mazda3 and then the family-friendly CX-5 crossover, to his middle-aged years when he tries to reclaim his old self with a new MX-5, which "reminds you of when you were you."