Only a few weeks after VW celebrated its 60th anniversary in New Zealand via a Colenso-created campaign, Holden has now also started the party for its diamond jubilee with an Ogilvy spot that has a strong Kiwi flavour.
And while VW gave the power to the people by piecing together a crowd-sourced spot, the team behind the Holden campaign have taken a more traditional route by assembling a narrative that showcases the car brand through the ages.
Holden's 60-second ad does tread familiar ground by featuring an older narrator reminiscing about the good old days, but strong dialogue and slick cinematography, shot by Exit Films, ensure that the spot doesn't come across as contrived throughout its duration.
“Holden has always been, and will continue to be, part of the New Zealand landscape," said Ogilvy executive creative director Angus Hennah in a release. "We wanted to use charm and warmth to evoke the viewers’ memories of Holden and the part the brand played in their lives.”
And, according to Holden's general manager of Marketing Marnie Jane Samphier, this is only the start of the 60th anniversary celebrations, with more creative set to be released as the campaign rolls out in the coming months.
“We have such a rich history in New Zealand and everyone has a Holden story," says Samphier. "For us this campaign is a catalyst to reconnecting New Zealanders with the Holden brand, and reinforcing the fact that Holden is here for the long term. Over the coming few months this campaign will evolve in some really exciting ways, which will certainly get people talking.”
Holden's sexagennial year comes at a good time for the company. A Herald report published in April found that new car sales were at a 20-year high, with Holden's Commodore, the company's sales stalwart over the years, placing as the third most purchased car at the time.
According to the Motor Industry Association figures for New Zealand, Holden sold 9081 new passenger vehicles over the course of 2013, up from the 7,922 sold the previous year. On the commercial side, the car manufacturer sold 2,656 vehicles in 2013, up significantly from the 1524 sold the previous year.
Thus far, in 2014, Holden has sold 5,624 passenger cars and 1,813 commercial vehicles.
Agency: Ogilvy & Mather New Zealand
Client: Holden New Zealand
GM Marketing: Marnie Jane Samphier
Brand Communications Manager: Cherie Berryman
Executive Creative Director: Angus Hennah
Creative: Angus Hennah
Agency Producer: Amanda Kabel
Group Account Director: Sandra Daniel
Account Director: Jessica Short
Production Company: Exit Films
Producer: Declan Cahill
DOP: Ginny Loane
Editor: Sam Brunette
Post Production: Blockhead
Colourist: Pete Ritchie
Post Supervisor: Nigel Mortimer
Sound: Liquid Studios
Composer: Pete Van derFluit