Campaign Review: Holden’s missing strategy and Velocity’s bold and brave campaign
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: BMF’s David Fraser and JWT Melbourne’s Annie Price offer their views on Holden’s confused brand, Grilld’s convoluted message, Velocity’s interesting and brave campaign and Air New Zealand’s mixed review.
Brand: Holden
Agency: AJF Partnership
The Verdict: It lacks strong strategy and unity for the brand
Annie Price, creative director at JWT Melbourne, says:
Price says: ‘it’s a bit of fun in a world of homogenous car advertising’
“It made me smile, I love the line – it’s a bit of fun in a world of homogenous car advertising.
“No, it probably won’t help people understand Holden as a parent brand. Yes, their tagline and messaging is always changing. Is that a good thing? Definitely not. But it’s so hard these days to get a long-term platform going when a lot of clients themselves don’t value or want that approach. So maybe we are better off, in some cases, to do the best we can with the brief at hand. I’m all for creating long term platforms but this is an entertaining one-off and I give it kudos for that.”
