Honda launches new ZR-V campaign via Special and its agency village

Honda Australia has launched a new integrated campaign for the ZR-V, developed by creative agency Special and its agency village, to give the SUV a distinct market position ahead of a national rollout from 6 July 2026.

The campaign introduces the ZR-V as "the perfectly city-sized SUV", positioning it against a segment Special says is dominated by larger vehicles marketed around adventure and off-road capability. The central line of the campaign is the question: "You don't live on a farm, so why drive a tractor?"

Leading the push is a hero film titled "Young MacDonald Had No Farm", directed by Justin Kurzel of production company Revolver.

Set to a jazz rendition of "Old MacDonald Had a Farm," the film follows a woman's morning routine in an inner-city apartment before she drives off in a ZR-V, ending with the line: "You don't live on a farm, so why drive a tractor?"

"The SUV category has become remarkably predictable," said Special group creative directors Sian Binder and Lea Egan. "Every brand seems to be selling a fantasy of escape, even though most driving happens in cities. We loved the idea of championing the everyday instead and creating a campaign with a point of view."

Eva Barrett, General Manager Brand, Marketing and Digital at Honda Australia, said the ZR-V has not had strong brand recognition to date.

"The Honda ZR-V is a beautiful SUV but isn't that well known," Barrett said.

"Honda ZR-V combines the space and confidence people want from an SUV with the agility, efficiency and refinement that urban driving demands. This campaign is about driving awareness, giving it a distinct identity and helping Australians discover a perfectly sized self-charging hybrid."

The ZR-V sits between the HR-V and CR-V in Honda's SUV line-up. The company describes it as combining hybrid efficiency with city-focused practicality.

The campaign will run nationally from 6 July 2026 across film, social, digital, audio, out-of-home, PR and partnerships.

Credits

Client: HONDA
General Manager Brand, Marketing and Digital: Eva Barrett
Head of Marketing: Terri Golder
Marketing Comms Manager: Sylvia Chew
Marketing Campaign Specialist: Bronte Sassella
Marketing Coordinator: Hayley Pepper
Creative Manager: Glenn Gibbons
Creative Agency: SPECIAL
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Bec Stambanis
Managing Director: Sasha Firth
General Manager, Melbourne: Khia Croy
National Head of Production: Tash Johnson
Strategy Director: Sam Butcher
GCD/Creatives: Sian Binder, Lea Egan
Head of Design: Adam Shear, Sabine Schwarz
Finished Art: John Rivera
Team Lead: Kelly Larken
Senior Business Director: Marnie Dunn
Business Manager: Madeleine Williams

Head of Film & Content: Sophie Simmons
Stills Producer: Di Williams, Glen Mcleod
Film Prod Co: Revolver
Director: Justin Kurzel
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Senior Producer: Serena Paull
DOP: Tyson Perkins
Production Designer/Costume: Alice Babidge
Hair + Make up: Lin Parups
Casting: Mullinars
Editorial: ARC
Editor: Elise Butt
Grade/Online: Blockhead VFX
Audio: Sonar Music
Sound Design: Timothy Bridge
Music: Jono Ma
Executive Producer: Sophie Haydon
Head of Production: Haylee Poppi
Media: ZENITH
PR: BURSON GLOBAL
Social: WIREDco

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