Holden adopts ambassadors with new CARstodians campaign

Holden has moved in a new direction with its marketing, recruiting five high profile ambassadors to promotional roles it has dubbed “CARstodians”.

Holden CARstodiansActors Claudia Karvan and Matthew Le Nevez, chef Luke Nguyen, surfer Nikki Van Dijk and fashion entrepreneur Jane Lu are fronting the campaign which initially promotes low interest rates on Holdens.

The move is part of the auto maker’s push to become, in its own words, “the most customer-centric automotive brand in Australia”.

Holden’s executive director of marketing, Geraldine Davys, said the brand wanted to tap into the perosnalities who had made their own mark on the world.

“They capture the very essence of today’s Australia – real, clever and bold Australians making their mark here and on the world stage,” Davys said.

“Initiatives such as the biggest Lifetime Capped Price Servicing program in the country, for every Holden ever built, are proof of the laser-like focus we are putting on the customer. And we have been at the forefront of introducing smart new technology, like Apple CarPlay and Android Auto, that our customers just love.”

The campaign by AJF Partnership, will utilise the ambassadors in different ways through advertising and promotions.


  • Client: GM Holden
  • Agency: AJF Partnership
  • Creative: Adam Francis, Glenn Dalton, John Bryant, Jen Crooks
  • Client Service: Jayne Brady, Peter Glynn, Alister Mew, Rinaldhy Oosterman
  • Agency TV Producer: Roz Ruwhiu
  • Agency Photography Producer: Ilona Phyland
  • Director: Alex Smith @ Revolver
  • Revolver Producer: Cate Jarman
  • Photographer: Simon Lekias
  • Celebrity Talent Management: Blinc International

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