Holden chops the past in branding campaign

Holden chops the past in branding campaign

Holden New Zealand has launched a new branding campaign that sees it attempt to part with its Commodore-led image of the past.

Auto Media Group was given early access to its new advertisement this week, which was released online last night.

Called ‘The Chop’, the advert was filmed in Uruguay by Kiwi production company Robber’s Dog in conjunction with Holden’s agency Special and features a mullet-coifed man ditching his unseen old car, scaring the locals a little, before receiving a makeover. He ends up walking towards his new Holden Astra.

Holden New Zealand managing director Kristian Aquilina denies the sacrificial mullet is the brand’s Commodore, set to end production in 2017.

“No, it’s more a comment about the brand itself – a transformation or make-over of sorts,” Aquilina explains. “Kiwis appreciate a little self-deprecating humour, and it helps get the key message across; Holden has changed, it has a very different offering from what its reputation would suggest, take a closer look and you’ll see.”

“The glimpse of the car at the end ties the transformation story to Holden. It is purposefully brief, as there is more to come from Holden into the future.”

There is work to be done by the brand in moving away from its historic brand image.

“The bigger job is cutting through the clutter in people’s lives and getting them to challenge outdated perceptions of the Holden brand. The associations are based on our heritage, not our offering today,” Aquilina says. “And for a brand that is so strong, it takes some long-term perseverance and consistency to turn that ship.

“This film is hopefully a catalyst for viewers to start thinking of Holden differently. And above all else, it confirms there are exciting times ahead and a bright future for Holden in New Zealand.”

The company outlined some of that future this week, unveiling an updated brand logo, and future product – including the Acadia Large SUV to be sourced from the United States.

It is also staying with a future theme in its distribution of the campaign -which will predominantly run online.

“It is primarily for use online via social media and digital platforms, our YouTube and Facebook channel and the refreshed Holden.co.nz site,” Holden New Zealand general manager of corporate affairs Edward Finn tells Auto Media Group.

“Online is playing an increasingly important role in communications as this helps achieve a greater reach, especially to a younger audience.”

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