Honda launches new car in Aus market for first time in 20 years, with campaign from Leo Burnett
Leo Burnett Australia has unveiled a campaign for Honda’s newest SUV, the Honda ZR-V.
The new spot aims to keep mystery alive, with the ‘Keep ’em Guessing’ slogan, teasing that anybody could be driving the new car.
It introduces a number of neighbourhood characters, speculating and gossiping on who owns the car.
Belinda Cusworth, Honda general manager – customer experience, said: “This campaign is an important one for the Honda brand as it is the first brand-new Honda nameplate to be launched into the Australian market in 20 years.
“We are thrilled to be launching the brand new Honda ZR-V, complementing Honda’s strong SUV offering for Australian consumers. The arrival of this vehicle comes at a time where we are seeing such a shift to the medium SUV segment,” she continued.
Leo Burnett group creative director, Tommy Cehak, said the speculating and gossiping was a perfect way to launch the new car.
“Car ownership is rife with stereotypes. It’s something we’re all conscious of when choosing our next set of wheels. That’s the beauty of the all-new Honda ZR-V. No one’s ever owned one before, so it doesn’t come with any of these preconceptions,” he said.
Tim Woolford, group creative director at Leo Burnett, added: “We all know there’s nothing quite as fun as keeping a bunch of nosey neighbours guessing.
“We hope this gives people a relatable giggle, and at the same time, gets them as equally curious about the new Honda ZR-V,” he said.
The campaign will roll out nationally across TV, owned, earned and paid media, including social, digital and OOH.
Credits:
Agency: Leo Burnett Australia
Chief client partner: Amanda Wheeler
Senior account director: Georgia Coles
Account manager: Jhennifer Padilla
Account executive: Mark Chen
Executive creative director: Andy Fergusson
Group creative director: Tommy Cehak
Group creative director: Tim Woolford
Art director: Chloe Herbert-Smith
Copywriter: Kevin Ma
Production: PXP
Snr producer: Francesca D’Orazio
Digital designer: Cindy Kuoch
Technology lead: Kiki Lauda
Integrated studio designer: Amanda Teo
Digital producer: Nara Lea
Media: Zenith
Production company: MOFA
Director: Yianni Warnock
Executive producer: Claire Perkins
Producer: Claire Perkins
Casting: Studio P Casting
DP: Jeremy Rouse
Production design: Leah Popple
Editor: Graeme Pereira
Colourist: Edel Rafferty
Flame artist: Jamie Scott
Post production: ARC EDIT
Sound design & composition: MassiveMusic Sydney
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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