Honda puts agency village to work with CR-V ‘smooth’ campaign

Honda Australia has rolled out the first campaign from its newly formed agency village, using a single-shot stunt to demonstrate the “smooth” performance of its refreshed CR-V hybrid.

The work marks the first major output from Honda’s new model, which brings together Special Australia (creative), Zenith (media), Burson (PR) and WiredCo (social) under a single integrated structure. 

The campaign centres on a practical demonstration of the vehicle’s smooth handling, with a vintage record player strapped to the roof of the car as it drives through regional New South Wales, playing The Isley Brothers’ Smooth Sailin’ without skipping.

Honda said the test was executed live, without digital effects, following weeks of development to ensure the record would play cleanly throughout the drive.

General manager of brand, marketing and digital Eva Barrett said the work reflects a shift in how the brand approaches both product storytelling and creative.

“Honda has built a strong reputation for innovation and quality – something our hybrids demonstrate every day,” she said.

“We wanted to share how exceptionally smooth the CR-V hybrid is but in a way that’s distinctive and memorable – that’s where our new agency village got to stretch its legs.”

The model signals a move away from fragmented agency relationships toward a more connected structure, with each partner contributing to a single idea across channels.

Barrett said the campaign has been designed to carry through multiple touchpoints, from broadcast and digital through to retail and owned platforms.

“The idea and execution is a truly integrated experience that will see the creative idea flow naturally from TV spots into digital, and down into our Honda Centres nationwide,” she said.

The campaign also introduces the 2026 CR-V hybrid, which sees Honda’s e:HEV engine expanded across the range, alongside new features including a 360-degree camera, ventilated seats and head-up display.

For Special, the work marks the first step in a broader creative push for the brand.

Group creative director Lea Egan said the campaign is the first of a planned series.

“This is the first of three campaigns that we hope will make Honda famous for its unexpected and brave creativity again,” she said.

The campaign is rolling out across film, digital, social and retail channels.