Holden opts for emotion over clichés and stereotypes, and wins
Phil Toppi analyses Holden’s latest campaign to discover if their attempt to move away from car ad clichés actually worked.
Two years ago, we took a closer look at the state of automotive advertising in Australia, and wrote a piece focussing specifically on the SUV segment. The results were clear: the most effective advertising in the category focussed on a singular benefit and wrapped it up in a unique and memorable story, while the weaker performers overloaded viewers with clichéd product messages and stereotypical vehicle imagery.
Fast-forward to today and, sadly, not much has changed in the category, which is why we were excited to see Holden’s new SUV-range TVC: “This is how we SUV”. The Hollywoodesque spot produced by AJF Partnership, told the story of a daring heist to retrieve a (seemingly) stolen painting. The vehicles were used as the getaway cars, with their agility, nimbleness and performance on full-display for viewers.
Could this brave new direction for Holden showing a complete disregard for category norms and conventions actually work? We tested the 60″ spot amongst a representative audience of auto-intenders from Australia and New Zealand to find out the answer. The results were fascinating.
No Thanx
But why do they all run away when the painting falls off the wall?
It’s important!
So a couple of hundred of words on why this ad is category changing, great for the Holden brand, engagement and empathy etc etc etc
Then I look at VFACTs :
– Holden was #10 in sales for February 2019 selling a mere 3825 units. – Contrast this to #1 Toyota at 16,359 units.
– There isn’t a single Holden SUV in the Top 10 SUV models and hasn’t been for months from what I can see.
Admittedly new car sales are in the doldrums, but Holden is one of the worst performers month to month, year on year.
I guess it depends on whether these SUV’s are any better than Holden’s other recent cars. But at least it’s a good campaign that might help a little.
Does it matter ?? As time rolls on Holden becomes more irrelevant. Once a manufacturer, now just a retailer young buyers only know Holden as part of Aussie history, not the present. Those over 50 remember the glory days, some with fondness, some not, and many holding a grudge for closing local manufacture and ending ‘real’ Holdens.
Their only seller of any significance is the Colorado and it’s focus group is those who salary sacrifice or package as it’s cheaper than is rivals.
Interesting piece, interesting reactions.
Did they opt for emotion over cliches and stereotypes?
Did they win?
Emotion, cliche, and stereotype are three essentials in creative work, just as captivate, connect, and compel should be not a list, but like the god, a trinity in unity.
Emotion can’t be played, it can only be felt by the audience, but there is Enigma.
Yes, all the prognostications of pony-tailed, one gloved creatives don’t amount to a hill of beans if the ‘boxes don’t move out the door’, as the old saying goes.
In this ruthlessly pragmatic world, the product reigns supreme.
I believe there is some truth in what you say, Rick, however, without creative input, there would be just the printed for sale notices, and perhaps a rather bland and plainly clothed town crier.
Pony-tailed, one gloved? Hill of beans is a cute expression, came from the ancient use of “not worth a bean” and prevails today, I would guess, due to the creative who gave it to Rick in Casablanca.
On the subject of Rick’s Casablanca monologue, I can just hear Bogart saying ” You know what kid, In this ruthlessly pragmatic world, the product reigns supreme”