HSV takes a stance against boring cars in new campaign via Zoo Melbourne and Film Motel
Zoo Melbourne and Film Motel have collaborated to create the campaign for HSV’s new car GEN F with the slogan ‘if you want to make a stand, then it’s time to take a seat.’
The ads, directed by James Holt, features a man waking up to the hustle, bustle of everyday live. Bored with life and the status quo on cars, the ads challenge the viewer to follow their passions even when they go against the norm of a politically correct world.
Head in hands, the viewers hear questions running through the man’s head and see a series of real life vignettes depicting the banality of modern life.
The solution to adding real excitement to his ordinary life is the new GEN F by HSV.
HSV is renowned amongst racing and performance car enthusiasts and has a long and famous history in Australian motorsport.
Featuring eight new models, the hero of the range is the new GTS, which is the most powerful performance production car ever built in Australia.
Whilst the trend today is towards smaller, quieter cars there is still a market for high performance cars. The strategy is to appeal directly to 30 – 50 year olds who don’t want to conform and aren’t afraid to stand out.
Says Tim Jackson, HSV’s sales & marketing director: “In simple terms we believe in the excitement and enjoyment that a true performance car can deliver. The insight we have chosen to target in these ads is that we should all be living our lives – not just going through the motions.
“Our brand is constantly evolving and with the launch of GEN-F we have product proof of what a great performance car can be – hence the line that ties both attitude and behaviour together – If you want make a stand, then it’s time to take a seat.”
The cars themselves are the product of more than four years in research and development and represent a significant step forward in performance, build and design innovation.
Says Adrian Pritchard, co-creator: “With James Holt’s experience with cars, his natural storytelling ability and devout attention to detail, Film Motel were the perfect choice to produce what we regard as some standout commercials in the automotive market.”
Featuring a 30 and 60 second TVC of the HSV range, together with a GTS 30 second T, the campaign is further backed up by a 120 second GTS version on Pay TV and Online.
Client: HSV
Marketing Director: Tim Jackson.
Marketing Manager: Damon Paull
Marketing Coordinator: Chloe Jones
Agency: Zoo Melbourne
Creative Director: Adrian Pritchard.
Creator/ Copywriter: Adrian Pritchard.
Creator/Art Director: Jason Doherty.
Copywriter: Paul Hastings.
GAD: Narelle Dorigo.
Production: Film Motel
Director: James Holt
Producer: Susie Douglas
Editor: Bernard Garry
Editor: Laurence Van Camp
DOP: Callan Green
Soundmix: Phil Kenihan
13 Comments
Jesus, a car ad that isn’t just a list of features.
that’s good.
Nice one James! Great spot.
Commercials ok, nothing special, I would like to see a list of features plus the interior and price.
Dont forget, your selling a product NOT making art.
“Hey let’s throw a guy in there with his shirt off, celebrating into the sea. That won’t be shit.”
Let’s just be clear, it was. As was the ad.
Also, grats Holden on asking the Gov for money to make this piece of shit. Top work all involved!
Sounds like you’re after a brochure?
For that list of people involved in making this ad. Now I have handy access to a bunch of names I can site when talking about the epitome of bad advertising. Great work!
is that cos the features are all 5 years behind the rest of the market?
Is there no writer? Who approved this, or was it just done on the fly… by the intern… who was drunk… and high?
Zoo advertising = poo advertising
Has a vintage feel – very 1980’s…. Awful.
That ad will work its rear end off. Brilliant writing and strategy. And to all the juniors on here… get back to work you little shits.
@Grunt – nice try “insert Zoo employee name here”.
But when you make something bad, you should feel bad.
And I’m not like the other juniors on here – I’m an intern.
Difficult not to cringe at the amount of ignorance conveyed by some of the comments posted by people who have most likely never driven/researched the vehicles mentioned, don’t understand strategic brand building or understand target marketing. If you have no passion for automotive beyond your top line generalised understanding of European luxury brands you are not in a position to comment. The success of the YouTube TVC just further emphasises you mental deficiencies.