Why drive a huge SUV? It had to be pointed out and Special has used its creative verve to make it stick. The campaign for Honda’s “perfectly city-sized SUV” the ZR-V, is a smart antidote to the fantasies of adventure, escape and off-road abilities that dominate SUV advertising. The hero commercial is a witty reworking of Old MacDonald had a Farm (Young MacDonald Had No Farm), illustrated by a city lifestyle montage directed by Revolver’s Justin Kurzel.    

The commercial leaves the viewer to think about the rhetorical question, “You don’t live on a farm, so why drive a tractor?”

The new creative platform is designed to give the ZR-V its own identity and a clear position in the Honda lineup, unapologetically owning urban driving – the kind of driving most Australians do day in, day out. It is a deliberate shift away from the category that continues to focus on weekend getaways and rugged outdoor adventures, overvaluing the imagined SUV getaway (which we might do a few times a year) all the while undervaluing the everyday.

“The SUV category has become remarkably predictable,” stated Special GCDs, 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, added, “The Honda ZR-V is a beautiful SUV but isn’t that well known…This campaign is about driving awareness, giving it a distinct identity and helping Australians discover a perfectly sized self-charging hybrid.”

The launch is also another chapter in Honda’s ongoing brand resurgence in Australia, as the company continues to build a more distinctive and culturally relevant presence across its vehicle portfolio.

The Australian campaign is running nationally 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
CEOs & Partners: Lindsey Evans & Cade Heyde
CCOs & 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 
GCDs & Creatives: Sian Binder, Lea Egan 
Heads 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 Producers: Di Williams, Glen Mcleod

Production Company: 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

Editing: 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