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General Motors Holden – Holden Ute (c.1956)

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A six way investment

This clip chosen to be G

Clip description

This advertisement begins on a building site with a man loading a sheet of plywood onto the back of the new Holden utility. A voice-over describes purchasing the new ute as a 'six way investment’. Shots of the utility in operation on the site are accompanied by superimposed text of the cost advantages. The advertisement concludes with the narrator encouraging viewers to test drive a utility and the slogan 'Holden – Australia’s Own Utility’.

Curator’s notes

by Poppy De Souza

This advertisement is directly targeted to potential buyers in the building industry. As in other Holden ads of the time, it situates the vehicle within a practical context to show how each feature translates into everyday experience. For instance, greater ease of handling comes from a new front suspension, ball bearing-type steering, a 36 and one-half foot turning circle and 34% greater visibility, all demonstrated by showing a worker navigating a narrow passage in reverse gear. The simple but effective combination of narration, on-screen text and supporting images works together to build a case for choosing Holden over other rivals in the market.

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australianscreen is produced by the National Film and Sound Archive. By using the website you agree to comply with the terms and conditions described elsewhere on this site. The NFSA may amend the 'Conditions of Use’ from time to time without notice.

All materials on the site, including but not limited to text, video clips, audio clips, designs, logos, illustrations and still images, are protected by the Copyright Laws of Australia and international conventions.

When you access australianscreen you agree that:

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  • You may download materials for your personal use or for non-commercial educational purposes, but you must not publish them elsewhere or redistribute clips in any way.
  • You may embed the clip for non-commercial educational purposes including for use on a school intranet site or a school resource catalogue.
  • The National Film and Sound Archive’s permission must be sought to amend any information in the materials, unless otherwise stated in notices throughout the Site.

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ANY UNAUTHORISED USE OF MATERIAL ON THIS SITE MAY RESULT IN CIVIL AND CRIMINAL LIABILITY.

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