Ravens, ninjas, sharks, and the Mazda MX-5 Roadster Coupe with a hard top. I wonder what Mazda’s been smoking today? To kick off the impressive MX-5’s 12 second retractable hard top, Mazda launched the 12 Second Thriller campaign complete with online videos, posters, wallpaper and a create your own 12 second trailer section. The website and campaign were fun for a few seconds but quickly dwindled to nothing after long loading times and repetitiveness rose its’ ugly head.