Holden's latest TVC for the Commodore is part black tie dinner and part bogan romp – showing the new VF Commodore's classier side, while paying homage to Holden's bogan roots and fan base.
The TVC first aired over the weekend during the France vs All Blacks rugby match on Saturday. The Ogilvy & Mather ad (via Flying Fish) features The Black Quartet playing a violin and cello rendition of Hello Sailor's hit song 'Gutter Black'. The tune will be familiar to fans of TV3's Outrageous Fortune as the theme song to the show (which starred the occasional bunged up Holden).
Ogilvy group account director Sandra Daniel says the TVC is part of a wider integrated campaign in print and online, playing on the sophisticated bogan theme. The Holden website has a section for the new Commodore called 'Back in Black Tie' – a reference to the Meatloaf album called Back in Black – and a version of the ad also appears in print advertising.
Daniel is unwilling to say how long the campaign will run for.
Executive Creative Director – Angus Hennah
Creatives – Paul Kim, Steve Hansen, Angus Hennah
Head of Television: Amanda Kabel
Agency Producer – Rebecca Richardson
Group Account Director – Sandra Daniel
General Marketing Manager – Marnie Samphier
Original song and composition ('Gutter Black' by Hello Sailor) - Dave McArtney
Music: Franklin Road
Music Arranged and Produced by Mahuia Brideman-Cooper
The Black Quartet – Violinist: Mahuia Brideman-Cooper, Violinist: Peau Halapua, Violist: Iselta Allison Cellist: Ashley Malcom-Brown
Production Company – Flying Fish
Director – Dennis Hitchcock
Producer – Scott Donaldson
DOP – Renauld Maire
Editor – Nathan Pickles
Colorist – Ben Eagleton
Online: Martin Spencer