Revolver's Justin Kurzel Creates Nursery Rhyme For Special, Honda Australia

Honda Australia has launched a new integrated campaign via Special and its agency village that aims to reintroduce Honda ZR-V to Australians by giving it a clear and culturally relevant identity.

The campaign introduces the Honda ZR-V as "The perfectly city-sized SUV", positioning it as an antidote to a category increasingly dominated by larger vehicles designed around adventure, escape and off-road aspirations.

At the heart of the campaign is a provocative question: You don't live on a farm, so why drive a tractor?

The Honda ZR-V is a standout in Honda’s line-up. Positioned between the HR-V’s compact focus and the CR-V’s full family capacity, the ZR-V is big enough for premium comfort, yet small enough to stay nimble and fun. A dynamic and sporty SUV, the ZR-V offers a compelling blend of performance, hybrid efficiency, and city-friendly practicality.

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 of us do day in, day out.

This is a deliberate shift away from the category peloton who continue 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. Special’s strategy exposed this truth in a playful, entertaining way, showing that the ZR-V has mastered urban life and is beautifully built for effortless city-driving.

Leading the campaign is a hero film, 'Young MacDonald Had No Farm', which reimagines the classic nursery rhyme through the lens of a modern city professional.

Set to an energetic jazz rendition of Old MacDonald Had a Farm, the film, directed by Revolver’s Justin Kurzel, follows a woman navigating her morning routine in an inner-city apartment before driving off in her Honda ZR-V, culminating in the line, "You don't live on a farm, so why drive a tractor?"

"The SUV category has become remarkably predictable,” said 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, GM brand, marketing and digital at Honda Australia said, "The Honda ZR-V is a beautiful SUV but isn’t that well known.

"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 launch also marks 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 Honda ZR-V campaign launches nationally from July 6th 2026 across film, social, digital, audio, out-of-home, PR and partnerships.