Ogilvy & Mather New Zealand makes Holden Twitch in new spot directed by Luke Shanahan
O&M New Zealand and Robber’s Dog have created a local brand TVC for Holden.
Says Ogilvy executive creative director, Angus Hennah: “It felt right to inject some warmth and local charm back into the brand. The spot espouses the therapeutic benefits of getting away from it all in a real driver’s car.”
Says Robber’s Dog director Luke Shanahan: “Directing ‘Twitch’ was an absolute pleasure for me. It was one of those projects where all involved had total faith in the idea. That unity meant I got to make executional decisions based on good storytelling alone. I think that (unity) shows in the final spot.”
Agency – Ogilvy & Mather New Zealand
Client – Holden
Executive Creative Director – Angus Hennah
Copywriter – Matt Simpkins
Art Director – Darran Wong Kam
Agency Producer – Amanda Kabel
Group Account Director – Sandra Daniel
General Marketing Manager – Marnie Samphier
Production Company – Robber’s Dog
Director – Luke Shanahan
Producer – Mark Foster
Editor – Tim Mauger
16 Comments
nice work butch
Nice spot Luke, boys.
Shanahan, you and your beard are going off. hot.
Crazy kiwis. Awesome job. Car spot without much car. Who is the track?
I would also like to jump on the Shanahan Sex Train. I mean, bandwagon.
Well done angus for getting a cracker through. Big win for the ogilvy machine. Tough client and no retail to be seen. And I don’t know shanahan but I feel like I should. Apparently. Call me shanahan. Will be wearing a red carnation..
Nicely directed, but the link between driving the car and losing the twitch feels a bit forced. In this case a few ‘consumption enjoyment’ shots of him relaxing and enjoying the drive might have actually helped. Also like feels a bit of an over claim for that car, would be better for a super schmick luxury car with all the beels and whistles. A nice little spot though.
You’re kidding. This is so subtle it’s indecipherable. The art directors who are applauding this might get it, but I bet the average Joe will just go “Huh?”
Like a lot. And from Ogilvy? Wow. I’m not an art director but I don’t think it’s a stretch WTF? Man has twitch, man drives car, man have no twitch no more. I see your point but I reckon it’s great that we aren’t pandering with gratuitous “do you get it” driving shots. And I did love the art direction.
“It felt right to inject some warmth and local charm back into the brand,” says executive creative director, Angus Hennah. “The spot espouses the therapeutic benefits of getting away from it all in a real driver’s car.”
_and so says the man who doesn’t own nor drive a Holden but instead drives a Jaguar!
This ad is a throwback to the eighties and nineties and is an outdated format which desperately attempts to be everything, anything, something but alas not awesome!
Well cast. Great soundtrack. Beautiful idea. And don’t underestimate the average Joe WTF.
huh WTF? I get it, it’s not that hard
Awesome Luke and Mark. And Matt S. beards are back. Didn’t realise ECD’s were being tested for the car they drive. Doubt he’s the only bod about town (as ECD) driving a nice car. How dare he? Last time I looked Andy F drove a……..
Very funny brand ad, You have to laugh at the tragic state of the hero and his surrounds and finally his reward with salvation. He just needs to get behind the wheel of a new Holden and go for a drive.
Hyundai is one of the consumers favourite car brands in New Zealand!
This “brand” campaign can’t possibly help Holden attempt to recover its failing brand image in the Kiwi market!
To build a brand into a lovemark takes a lot more than an substandard idea!
“WTF said:
You’re kidding. This is so subtle it’s indecipherable. The art directors who are applauding this might get it, but I bet the average Joe will just go “Huh?” ”
Well heres some news for you WTF direct from the actor playing the character of Raymond Gribble:
I have featured in a couple of high profile adverts in the past, and none with as much feedback in the first week of airing. And I am not just talking from friends & associates here. I am talking about complete strangers approaching me.
Every single one of them applauded the ad & it was all super positive feedback, BUT more interestingly 100% of them quoted the brand, eg. Are you that guy in the ‘Holden’ ad? – my standard answer is to answer them (while doing a twitch)-“ya reckon?”
Actually there was one person who went huh?
That was my own brother, with the very first screening. I let on nothing. He figured it out on the second time he viewed.
So unlike the other high profile TVCs I have done in the past where the brand was recognised & recalled by public within weeks & sometimes months of airing, this one has hit the mark in ‘days’
Congrats to Luke Shanahan (dir) & all the crew & the creative team for doing such a great job & thank you all for the opportunity to be a part of it 😉