Mitsubishi Motors NZ casts staff’s kids in new 2025 Outlander campaign via Once Upon a Time
Mitsubishi Motors New Zealand (MMNZ) has gone off-script in its latest Outlander campaign, created by Wellington-based agency Once Upon a Time, casting 13 kids in star roles straight from its own staff’s families.
In a fresh take on traditional auto advertising, MMNZ’s newest TV ad features a delightfully chaotic cast of kids and animals – from the CEO’s granddaughter to Willow, the office dog.
“Everyone says don’t work with kids or animals, but we did both – and it paid off,” says Reece Congdon, MMNZ Head of Marketing & Corporate Affairs. “Our stars all took direction exceptionally well and grabbed the opportunity with both hands (or paws).”
Packed with quirky, relatable moments – from hyperactive kids and sleepy toddlers to dinosaur costumes, dirt bikes and even a cheer squad – the campaign is a celebration of Kiwi family life in all its unpredictable glory, told by those who live it every day. Many of the scenarios were inspired by real-life anecdotes from MMNZ employees – and brought to life by their own children.
“Nobody knows the weird and wonderful challenges ‘7-seat parents’ encounter each day better than the MMNZ team who live the Outlander brand,” adds Congdon.
Much of the campaign was filmed at MMNZ’s head office in Porirua, grounding the story in the brand’s own backyard.
The campaign was directed by Ro Tierney, produced by Louise de Groen and led from MMNZ’s side by Reece Congdon, Jordan Roes and Alice Heyward. Campaign photography was captured on the day by Steve Boniface and behind the scenes content shot by Moments Productions.
Among the featured MMNZ talent are children from the Thomas, Brown, Stote-Blandy, Swaney, Congdon, Kamoto, and Whiteman families, as well as five members of the Aspire Cheerleading team from Bigair Gymsports & Cheerleading in Tawa (of which Reece Congdon’s 12-year-old daughter Ivy is an enthusiastic member).
“Outlander is always one of my favourite products to work on, as we get to tell the stories of Kiwi families,” says Congdon. “This time, we’ve been fortunate enough to have the opportunity to use our own Mitsubishi family to help tell those stories.
“It has also been a real bucket list moment for me, being able to finally work with my own kids in a campaign after years of gentle nagging at home.”
The 2025 Outlander serves the heart of New Zealand’s SUV market – families who value safety, comfort and space, alongside flexibility and day-to-day dependability.
Petrol models have already started to arrive in dealerships, with PHEV variants due in September.
Available in five- or seven-seat configurations across petrol and PHEV variants, with 2WD and 4WD options, the latest model offers features designed to meet the demands of busy Kiwi life:
• Enhanced safety tech: Lane Departure Warning, Blind Spot Warning and Multi Around View Monitor.
• Up to 100km pure EV range and up to 950km combined range on PHEV models.
• Premium Yamaha audio system and a new 12.3″ infotainment screen.
• Smart interior touches, including the Digital Rear View Mirror, allowing the driver to toggle from backseat shenanigans to road-view clarity.
• Updated exterior styling and new wheel design.
“There’s a reason Outlander was New Zealand’s third-highest selling passenger vehicle last year,” says Congdon. “The flexibility and value that a 7-seat Outlander offers are the perfect fit for Kiwi families.
“The 2025 Outlander is smarter, safer and even better equipped to handle Kiwi life in all its forms – from beach trips to school runs, muddy mountain bike weekends and everything in between. It’s a product we’re proud of – and one that our customers trust.”
The casting choice for the new Outlander ad mirrors MMNZ’s broader people-first culture. It was the first automotive brand in New Zealand to be accredited as a Living Wage employer.
Employees also receive a fifth week of paid annual leave for health and wellbeing, supporting time with family and friends – values reflected in the tone and spirit of the campaign.
“This campaign wasn’t just about showing families, it was made by them,” says Congdon. “It reflects who we are and how we work, inside and out.”
The 2025 Mitsubishi Outlander is available from $43,990+ORC.
Watch the behind the scenes film below:
Want to leave a comment? Share your thoughts in the comments box below, making sure to include your full name and email address.