Holden’s new Hollywood-style heist ad

22 February 2019

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The TVC was filmed in and around Wellington, New Zealand.

Holden has released an epic heist video to showcase its ‘best SUV lineup yet’.

Created by GrowthOps business, AJF Partnership, ‘This is how we SUV’ is an action-packed one-minute spot featuring a group trying to return a stolen painting.

While their driving skills are flawless, with help from Holden SUVs, it’s their clumsy hands that get them in trouble.

The TVC includes the Acadia, Trax, Equinox and Trailblazer SUVs.

Holden marketing director Kristian Aquilina said ‘This is how we SUV’ is an important step in transforming a brand once synonymous only with large passenger cars, to also being a brand of choice for Aussies and Kiwis wanting to buy an SUV.

“While Holden has a 70-year history in the market, we are a challenger brand in SUVs,” Aquilina said.

“Holden is embracing the challenger mindset: offering great vehicles, sharp pricing and award-winning customer service to steal share from SUV segment leaders.”

AJF Partnership ECD Adam Francis said it wanted to steer clear of the SUV cliches of campsites and extended families.

“For the first time in Holden’s history they have a full range of great SUVs,” Francis said.

“So, the challenge for us was to create a way of showcasing all five of them, in environments and with drivers that suit them, in a very short space of screen time.

“A ‘Hollywood style heist’ seemed like the perfect vehicle to showcase ‘This is how we SUV’ at Holden.”

Campaign credits
Client: GM Holden Australia
Kristian Aquilina – Director – Marketing
Marnie Jane Samphier – General Manager, Marketing Strategy
Matthew Rattray-Wood – General Manager, SUV Marketing
Jayne Willmott – Marketing & Retail – Projects Lead
Krista Pech – Digital Marketing Manager – Performance & Content
Creative agency: AJF Partnership, a GrowthOps Business
Executive Creative Director – Adam Francis
Creative Director – George Freckleton
Creative Director – Glenn Dalton
Senior Copywriter – Brent Liebenberg
Senior Art Director – Ed Carveth
Head of TV Production – Roz Ruwhiu
Social Media & Content Producer – Claire Luongo
Head of Strategy – Jacqueline Witts
Director, General Manager – Jayne Brady
Senior Account Director – Magda Majorek
Account Manager – Amy McKay
Production Company: The Sweet Shop
Director – Noah Marshall
Producer – Allison Lockwood
DP – John Toon
Editing – Arc Edit – Drew Thompson
Audio Engineer – Stevo Williams, Final Sound
Colourist – Tom Poole, Company 3
Online Editor – Richard Lambert


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