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General Motors Holden: Export Holden Version 2
Title:
General Motors Holden: Export Holden Version 2
NFSA ID
264098
Year
1962
Courtesy
General Motors Holden
Holden cars at the shipping docks await export to overseas markets. A voice-over chronicles the expansion of the Holden brand to 46 territories outside Australia, including New Zealand, Thailand, Singapore, Malaya and North Borneo. We see Holden cars in some of these locations including a police car in Malaya and Holdens driving along the waterfronts and streets of South-East Asia. Holdens are also seen on streets in the Middle East, as the narrator describes the 'strange surroundings’ of 'mosques, palaces and bazaars’. A taxi driver in Iran is filmed leaning against his Holden waiting for a customer. While cars are polished on the assembly line at a GMH plant in Australia, the voice-over states that Holden exports have helped make the 'made in Australia’ stamp a 'badge of quality wherever it’s seen’.
This ad presents Holden as an important export and ambassador for Australian industry. Footage of the Holden in 'strange surroundings’ overseas is presented with national pride – the product of Australian design and manufacture is seen against a backdrop of busy Asian streets and Middle Eastern mosques. Scenes of Holden police cars in Malaya and the Iranian taxi convey to the viewer that the Holden is in everyday use in places that most Australians haven’t even visited. GMH revitalises the slogan 'Australia’s Own Car’ by showing its cultural icon overseas, appealing to patriotic sentiment in a growing and prosperous postwar Australia.
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