Holden has turned its focus to women as its reveals the first ad from The Monkeys for the SUV Equinox model.
The campaign, which includes several short spots, aims to celebrate confident, real women.
Each ad shows Australians who are bucking societal expectations and choosing to live – and parent – the way that works for them.
In one ad, two parents are shown enjoying a quiet journey as all three of their children play on their iPads in the backseat.
Another shows a mum crowd surfing at a concert and completely embarrassing her daughter.
Holden GM of marketing communications and digital Natalie Davey says: “Celebrating the thousands of women who have nothing to prove by driving the new Equinox, we are creating more than a campaign; we are establishing a safe space for women to discuss, relate to and share the moments where they can be themselves.”
The ads introduce the new tagline ‘Nothing to Prove’ and form part of the Holden brand platform ‘Let’s Go There’.
The Monkeys was added to the Holden roster in August this year, winning the SUV pitch. While the agency was believed just to be working on the SUV model, AdNews understands they will lead the lion share of the brand work for Holden and AJF Partnerships will produce the retail work.
The Monkeys co-founder and group chief creative officer Justin Drape says: “It’s fun to create a campaign with a point of view and champion women who know what they want and aren’t afraid to go after it. Equinox speaks to that mindset perfectly.”
Speaking at the AdNews Media+ Marketing Summit in Melbourne in August, Holden director of marketing and customer experience Mark Harland said whoever could nail the brief of car marketing to women will win the business. He said 82% of the purchase decisions are influenced by women, however, 87% of the women in the automotive purchasing process feel completely misunderstood. Yet, in many dealerships people feel it's a condescending experience and they “really don't enjoy that”
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