Honda Australia has launched a new campaign for the Honda ZR-V, developed by Special and its agency village, aiming to give the SUV a distinct identity. At the center of the campaign is the question: “You don’t live on a farm, so why drive a tractor?”
“The SUV category has become remarkably predictable,” said Sian Binder and Lea Egan, Group Creative Directors, Special.
“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.”
The ZR-V sits in Honda’s lineup between the HR-V and the CR-V, and offers hybrid efficiency along with city-friendly practicality.
The creative platform is intended to give the ZR-V a distinct position within Honda’s range by focusing on everyday urban driving, rather than the weekend getaways and outdoor adventures the agency says other vehicles in the category emphasize.
The campaign’s hero film reimagines the nursery rhyme “Old MacDonald Had a Farm” as a jazz rendition. Directed by Revolver’s Justin Kurzel, the film follows a woman’s morning routine in an inner-city apartment before she drives off in her Honda ZR-V, ending on the line: “You don’t live on a farm, so why drive a tractor?”
“The Honda ZR-V is a beautiful SUV but isn’t that well known,” said Eva Barrett, General Manager, Brand, Marketing and Digital, Honda Australia.
“Honda ZR-V combines the space and confidence people want from an SUV with the agility, efficiency and refinement that urban driving demands,” said Barrett.
“This campaign is about driving awareness, giving it a distinct identity and helping Australians discover a perfectly sized self-charging hybrid.”
The Honda ZR-V campaign launches nationally from July 6, 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
