Holden is branching out and trying a different approach with its latest creative and advertising. The brand has concluded that 87-percent of female car buyers think the industry does not understand them. Holden has decided to spark change.
Featuring the 2016 Holden Spark, the brand has partnered with Pedestrian TV for a series of new ads featuring the “Spark Tribe.” It is shown from the perspective of some of Australia’s most influential young women, and tells their stories.
According to Ad News, each brand ambassador was chosen to reflect the image of the 2016 Holden Spark. Words like “authentic” and “realness” have been chosen in the ads, which Holden stated are normally not present in automotive advertising.
The ads will debut in a three-part series over the next five months, and will look into the real lives of the women ambassadors. Have a look at the debut trailer up above.