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Holden Car Cinema Advertisement: On a Tour of Tropical Australia (c.1954)


This is a cinema advertisement for General Motors Holden in which a couple driving an FJ Holden sedan take a tour of tropical north Australia, including a boat trip on the Coral Sea.

Curator’s notes

The automotive industry in postwar Australia was rapidly growing with car ownership becoming a common feature of the 1950s suburban Australian household. An increase in recreational travel prompted Holden to associate itself with regional and country driving. This travelogue-style advertisement was one of a series of 'on a tour’ films made for cinema audiences between 1953 and 1956. These films featured a couple in a Holden car on tour throughout various Australian regions including tropical Queensland, the Southern Alps and the Atherton Tablelands. They also featured sites of Australian rural industry such as banana plantations and livestock farms. Their purpose was largely to show that the Holden car was built for, and suited to, Australian conditions but it also provided GMH with an opportunity to situate itself firmly within the Australian landscape.