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General Motors Holden – Buy with Confidence (1968)

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'Buy with confidence'

This clip chosen to be G

Clip description

A young family visit their local Holden dealer to purchase a used car. The male voice-over describes the reliability of the Holden dealer and the quality of his stock. The girl sits inside one of the cars, while her parents talk to the dealer. The ad concludes with the family driving off the lot in their newly-purchased used Holden, followed by a final shot of the Holden logo.

Curator’s notes

by Poppy De Souza

All the elements in this advertisement combine to present the Holden dealer as a person you can trust when looking to buy a used car: the reassuring voice of actor Kevin Golsby, the happy family with young daughter, and the use of words such as 'confidence’, 'reputable’, and 'trustworthy’. From the opening image of the child crossing the road holding her father’s hand, an association is made between a child’s trust in a parent and the trust between the Holden dealer and his customers. Close-ups of the dealer and the satisfied customer reinforce the happy outcome. This ad builds on the goodwill that GMH developed over the years in the marketing and selling of its Holden car. Like the salesperson in this ad, the Holden brand was a familiar and trustworthy presence in the community.

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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 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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