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General Motors Holden – Holden’s Number One (c.1966)


This is one of a series of black-and-white television advertisements for the Holden HD which use the 'Holden’s Number One’ jingle.

Curator’s notes

From very early on, Holden characterised itself as an affordable family car to appeal to the growing suburban families of postwar Australia. By the mid-1960s, when this ad was made, its consumer base was broadening to include an increasingly affluent younger demographic (like the groups of friends in clip one). The 'new generation’ campaign in 1968 continued the trend away from the family market where Holden had established its reputation. 'Number One’ refers to Holden’s strong position in terms of sales and profitability, as well as its self-proclaimed status as a stylish car.