Holden Trax beats 'Amnesia'

Holden Trax beats 'Amnesia'

A man washed up on shore and left with no memory of who he is can only be awoken by his car, Holden’s Trax.

The two minute ad for Holden’s new small SUV shows the character, Sam, unable to remember who is. Wedding photos and a newspaper clipping of his heroic rescue of a chihuahua fail to stir a memory.

But the key to his car, Holden’s new small SUV, does awaken something in him. The ad, created by Melbourne’s independent creative agency AJF Partnership, shows off the car’s technology as Sam uses the car’s features to discover his name, his favourite music and travel to his last destinations.

Watch the 'Amnesia' clip, which has a twist ending, below.


The ad will run nationally via cinema, television and online.

Credits: client Holden, agency AJF Partnership Melbourne, creative director Josh Stephens, creatives George Freckleton, Brent Liebenberg, Josh Stephens, agency producer Roz Ruwhiu, group account director Penny Watson, production company Soma Films, director Sean Meehan, executive producer Sam McGarry.

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