Posts Tagged ‘Holden Special Vehicles’

In our career in the advertising business, we have spent a lot of time drooling over – prior to writing about – cars.

Car head. Car nut. Car freak. They all apply.

This work included the re-launch in Australia of the Porsche 911, which included some of the most beautiful cars imaginable.

1993 3.3 litre Porsche 911 Turbo S

1993 3.3 litre Porsche 911 Turbo S

I well remember being given one for the weekend to drive around so I could “get my head” into the brand, in preparation for the writing. In traffic approaching the freeway junction I could not help but notice the admiring glances of all around me. But by thirty seconds onto the freeway itself I knew all I needed to know, and, in fact, turned back and returned the car to the dealership. By the first flyover I was doing well over 160 kmh and hadn’t even noticed the car accelerating. Had I kept the car all weekend, I am in little doubt I would have killed myself and others.

Another personal favourite of mine of ours was when we were doing all the writing for Holden Special Vehicles (exported as Vauxhauls to the UK and Chevrolet’s to other parts of the worldf In particular, I admired the two-door HSV Coupe which revolutionised the market with its good looks as well as its performance.

2009 Holden Special Vehicles Coupe

2009 Holden Special Vehicles Coupe

During this time we coined the new slogan for HSV – “I just want one” – which we are pleased and proud to say is now one of the longest-running car slogans anywhere in the world. And it still perfectly captures the quirk nature of HSV buyers.

Anyhow, we have compiled a collection of some of the most beautiful cars that have ever been produced. We would love you to contribute your favourite, with a photo. Please click on the comments section and add in a photo, why you love the car, or a url link to a picture of it. Have fun!

Here’s our faves:

1939 BMW 328 Roadster

1939 BMW 328 Roadster, surely the most beautiful BMW ever.

1948 Jaguar XK120

The 1948 Jaguar XK120 – the owner of Jaguar said “We have created a car which is alive.”

1954 Mercedes Benz 300 SL

1954 Mercedes Benz 300 SL …

... with it's gull-win doors.

… with it’s gull-wing doors.

1958 Chevrolet Bel Air Impala Convertible - created just one year after we were born, but sadly cars didn't look like this when we were able to drive.

1958 Chevrolet Bel Air Impala Convertible – created just one year after we were born, but sadly cars didn’t look like this when we were able to drive.

Ferrari have made many beautiful cars - this 1961 250 GT California is one of our favourites, and as an interesting tit-bit, the first Ferarri ever to not have wire wheels.

Ferrari have made many beautiful cars – this 1961 250 GT California is one of our favourites.

The 2008 Alfa Romeo 8C Competizione. Frankly, it's a sexual thing.

The 2008 Alfa Romeo 8C Competizione. Frankly, it’s a sexual thing.

The Bugatti Type 57 - only three were ever made.

The Bugatti Type 57 – only three were ever made.

Quintessential Britain - the 1954 MG TF. Want.

Quintessential Britain – the 1954 MG TF. Want.

The 1930 Pierce-Arrow Model B Dual Windshield Phaeton - - just one of dozens of such cars from the period that we could have chosen.

The 1930 Pierce-Arrow Model B Dual Windshield Phaeton: just one of dozens of such cars from the period that we could have chosen.

So those are our favourites? What’s yours? Modern, antique, and everything in between.

Oh Lord. Mustn’t forget Mum’s trusty 1963 Triumph Herald that took us everywhere till it actually literally fell apart from rust. She’d never forgive us.

The smallest turning circle of any production car ever. There. you didn't know that, did you?

The smallest turning circle of any production car ever. There. you didn’t know that, did you?

I have recently been blogging about everything from gun control to healthy brains, not to mention my daughter’s brilliant success at Uni, and someone kindly said “Yolly, we miss you fulminating on advertising”. Fair enuf, too, it is what I have spent 25 years doing, so here goes.

This is a series of billboards done by General Motors in Detroit for the Chevy brand. I don’t know who created them, (and will gladly post a credit if someone does) but they are uniformly good-excellent, and some are simply brilliant. I am indebted to my good friend David Rayner of Rare Spares who helps people feed their obsession with all things beautiful and automotive and old for sending them to me.

So why are these ads so good, Mister Car Marketing Manager? Listen and all will be revealed.

  • They are inherently interesting and relevant to their target audience.
  • They engage the audience’s intelligence and humour.
  • They have balls. They stand for something.
  • Last but by no means least, they are unmissable – not bland. Ergo, they obey the first rule of advertising, which is, of course, “Be noticed.” One of the Seven Rules of Effective Advertising and Marketing which everyone needs to know. (Just click on the 7 Rules button.)

The HSV Logo

So without further ado, enjoy.

And just to prove that I am as egotistical as the next man, there’s a link to a brochure for Holden Special Vehicles at the end, created many years ago now, when I was working with Peter Smart and Mike Allen at Magnum Opus Advertising.

I especially love a couple of lines in the brochure (which with its dense format is really one for muscle car enthusiasts, but it’s in this article to show how great copy can be long copy, too – remember: it’s all about the audience).

A car that confidently announces: “I dare to go my own way.” And: “Get out of my way”.  I have written a lot of good copy lines in my life, but I won’t write many better than that.

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OK, just imagine if Holden in Australia ran an ad like this today – it’s about a brand not a vehicle, or (please note) an offer on price – anyhow, on we go.

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Lovely stuff. Which is your favourite? I think mine is “Remember the wind blowing through your hair. Remember hair?” Very clever audience targeting, yet it works for all age groups, who will instantly “get” the ad. Brave advertising, too.

And if you’re up for it, here’s the HSV brochure link.

OK, while I’m big upping myself and past colleagues, about an hour’s hunting found this, too. Reducing everything you could possibly say about a car to, essentially, one invented word and a logo. Now that’s balls.

I think these were computer desktop downloads – man, was offering those hi-tech or what back then? I am still hunting for the actual billboard art that ran on Kingsway in the middle of Melbourne and will add it if I can find it, but it was more than ten years ago …

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Neat, huh? Sold a lot of cars, too.