https://www.nfsa.gov.au/sites/default/files/2025-02/Colour%20TV%20Mega%20Menu%203%20TVs_1000x745%20px.jpg
General Motors Holden: Buy with Confidence
Title:
General Motors Holden: Buy with Confidence
NFSA ID
264098
Year
1968
Courtesy
General Motors Holden
A young family visit their local Holden dealer to purchase a used car. The male voice-over describes the reliability of the Holden dealer and the quality of his stock. The girl sits inside one of the cars, while her parents talk to the dealer. The ad concludes with the family driving off the lot in their newly-purchased used Holden, followed by a final shot of the Holden logo.
All the elements in this advertisement combine to present the Holden dealer as a person you can trust when looking to buy a used car: the reassuring voice of actor Kevin Golsby, the happy family with young daughter, and the use of words such as 'confidence’, 'reputable’, and 'trustworthy’. From the opening image of the child crossing the road holding her father’s hand, an association is made between a child’s trust in a parent and the trust between the Holden dealer and his customers. Close-ups of the dealer and the satisfied customer reinforce the happy outcome. This ad builds on the goodwill that GMH developed over the years in the marketing and selling of its Holden car. Like the salesperson in this ad, the Holden brand was a familiar and trustworthy presence in the community.
The National Film and Sound Archive of Australia acknowledges Australia’s Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which we work and live and gives respect to their Elders both past and present.