Holden taps celebs for CARstodians campaign

4 July 2016

Advertiser: General Motors Holden
Creative Agency: AJF Partnership

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Holden has moved in a new direction with its marketing, recruiting five high profile ambassadors to make the car brand stand out.

Five celebrities have been announced as Holden’s inaugural ‘CARstodians’, with the group to front Holden’s campaigns.

The CARstodians include actors Mathew Le Nevez and Claudia Karvan, chef and restaurateur Luke Nguyhen, pro-surfer Nikki Van Dijk and fashion entrepreneur Jane Lu

The campaign aims to bring Holden into a contemporary Australia and tell its retail story in a way that stands out in the crowded automotive sector.

Holden’s executive director of marketing Geraldine Davys says the brand wanted to tap into the perosnalities who had made their own mark on the world.

“They capture the very essence of today’s Australia – real, clever and bold Australians making their mark here and on the world stage,” Davys says.

“Initiatives such as the biggest Lifetime Capped Price Servicing program in the country, for every Holden ever built, are proof of the laser-like focus we are putting on the customer. And we have been at the forefront of introducing smart new technology, like Apple CarPlay and Android Auto, that our customers just love.”

The campaign, by AJF Partnership, will utilise the ambassadors in different ways through advertising and promotions.


Client: GM Holden
Agency: AJF Partnership
Creative: Adam Francis, Glenn Dalton, John Bryant, Jen Crooks
Client Service: Jayne Brady, Peter Glynn, Alister Mew, Rinaldhy Oosterman
Agency TV Producer: Roz Ruwhiu
Agency Photography Producer: Ilona Phyland
Director: Alex Smith @ Revolver
Revolver Producer: Cate Jarman
Photographer: Simon Lekias
Celebrity Talent Management: Blinc International

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