MMNZ hands over 2025 Outlander campaign to its own kids

Mitsubishi Motors New Zealand (MMNZ) is casting 13 kids from staff families, along with Willow the office dog, in its latest Outlander campaign.

“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).”

From hyperactive kids and sleepy toddlers to dinosaur costumes, dirt bikes and even a cheer squad, the campaign was 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,” Congdon adds.

A campaign close to home

Much of the campaign was filmed at MMNZ’s head office in Porirua.

Wellington-based agency Once Upon a Time served as the creative partner. Ro Tierney directed the campaign, with Louise de Groen producing. MMNZ’s Reece Congdon, Jordan Roes and Alice Heyward also led the production.

Steve Boniface captured the campaign photography, while Moments Productions filmed the behind the scenes content.

Among the featured 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 a 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.”

Family chaos meets SUV capability

Congdon adds that the 2025 Outlander serves 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 family-friendly features, including:

• 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. The flexibility and value that a 7-seat Outlander offers are the perfect fit for Kiwi families,” says Congdon.

“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.”

People first – on and off the road

The casting choice for the new Outlander ad mirrors MMNZ’s broader people-first culture, says Congdon. It was the first automotive brand in Aotearoa 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. These values are reflected in the tone and spirit of the campaign, he adds.

“This campaign wasn’t just about showing families, it was made by them. It reflects who we are and how we work, inside and out.”