Australian
Screen

Teacher’s notes

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This clip shows a black-and-white 1968 television advertisement for the Holden HK Kingswood sedan. The advertisement uses a catchy jingle with the refrain ‘a great new feeling’ and opens with young people splashing in the surf. This is followed by a young man driving along tree-lined unsealed roads to a river where he picks up a man with diving gear. A male narrator describes features of the sedan. As the sedan pulls up on a beach, young people crowd around it. The final image is overlaid with the graphic ‘See your Holden Dealer’.

Educational value points

• This clip marks a shift in Holden’s target audience from its loyal post-Second World War customer base of suburban families to younger independent singles. By 1968 Holden cars had been on the market for 20 years and the HK range was branded as the ‘new generation’ of Holden cars, possibly a recognition by Holden that consumers born after the Second World War were coming of age and could now afford to buy Holden cars.

• The advertisement uses images of youthful beach culture and outdoor activities such as swimming and scuba diving to sell the Kingswood. The bookended scenes of surf, sun and bikinis reinforce the connection between the Kingswood and carefree independence and enjoyment. The advertisement implies that a Kingswood would provide the owner with freedom and opportunities for recreation.

• The language of the script entices young men to own and experience the ‘engine-pulling power’ of the Kingswood. The repeated refrain ‘a great new feeling’ in the jingle indicates to potential owner–drivers the benefits of possessing a ‘great looking’, ‘scene stealing’ HK, while the attractive bikini-clad women who fuss over the car add to its appeal.

• The Holden Kingswood became an Australian icon following the 1968 launch of the first Kingswood series, the HK, which included the model shown in this clip. A range of Kingswoods from sedans to Sandman panel vans and utes helped to give younger working-class men a common identity. The Kingswood’s place as a cultural icon was cemented in the 1980s sitcom Kingswood Country. The last Kingswood was the 1984 WB utility, the sedan having been replaced in 1980 by the Commodore.

• Holden became established as Australia’s most popular car in the 1950s and 60s. This position was built on Holden’s local manufacture, its claim of suitability for Australian conditions, post-War developments in transportation, and the rapid growth of suburbia. A loyal 1950s customer base and 1960s enthusiasts targeted in advertisements such as this one ensured Holden’s position remained strong until the mid-1970s, when it faced increased competition and rising production costs.