General Motors Holden: To Suit All Family Needs
A family of six walk out of their house to the car. One of the sons helps his father pack the luggage into the boot as a voice-over narrator describes the spacious interior of the car, which can seat six people. The family, now in a studio, are seated in a car with no exterior body and appear to travel on air, through clouds. The carriage rocks gently from side to side to simulate movement on the roads. The narrator emphasises interior features including the wide seats, increased leg room, soft foam padding and seat springs. The narrator reminds the viewer of the car’s style, comfort and value for money before the Holden slogan appears on the screen – 'Australia’s Own Car’.
In the mid 1950s, the family unit was a primary target of Holden television advertisements and this ad is a strong example. GMH was proud of the car’s ability to accommodate the average Australian family. The opening scene – the parents and kids packing up the car for a holiday or weekend away – positions Holden at the centre of domestic suburban life. This technique is also used in General Motors Holden – Australia’s Ideal Family Car and General Motors Holden – Saturday Kind of Car, both of which align the Holden with a certain domestic experience be it shopping, holidaying or just getting the kids from A to B. The spacious Holden interior is illustrated by showing the carriage from the side without the motor body in the way. It is a simple but effective device, despite the somewhat off-putting clouds which make the family look like they’re floating through the sky rather than driving on the ground.
The final section of the advertisement brings the viewer back to the initial scenario – that of a family on holiday. The narrator recaps the car’s features and states that Holden owners get 'more for your money’. As well as the economic and practical benefits of driving a Holden, this advertisement builds on its slogan as 'Australia’s Own Car’. The narration taps into the feelings of pride associated with driving a Holden and aligns the car’s features with making 'going places so much more fun’. These two elements – practicality and pride –are strongly featured in this ad and run throughout GMH’s advertisements of the 1950s and 1960s.