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General Motors Holden – Holden Ute (c.1956)


This television advertisement for General Motors Holden presents the Holden utility.

Curator’s notes

Holden released its first coupe utility in 1951. The new 'ute’ offered good value for money (it was far cheaper than its rivals at the time) but also emphasised function and practicality. The utility was Holden’s first foray into model diversification after its standard sedan, and broadened its customer base to the building and farming sectors. To sell its product, this advertisement combines persuasive narration, on-screen text and images of the utility in a practical context.