Holden Launches Hilarious “This is how we SUV” Campaign

Holden Launches Hilarious “This is how we SUV” Campaign

Holden has launched its latest campaign: “This is how we SUV”, developed by GrowthOps business, AJF Partnership.

Filmed in and around Wellington, New Zealand, Holden’s five SUVs retrieve a stolen painting in a fast-paced, action-packed commercial that showcases the diversity of their SUV range.

With the recent arrival of the Acadia SUV, joining the Trax, Equinox, Tourer, and Trailblazer SUVs, Holden continues to meet the different needs of Australian and New Zealand drivers.

The Acadia is the big and bold SUV, with a distinctive look and lots of room on the inside. Trax is the small and tall SUV that’s zippy and nimble making its way through city laneways. While Equinox is about power and driving performance, and Trailblazer has three tonne towing, so nothing will phase it.

Holden marketing director Kristian Aquilina said: “This is How We SUV” was an important step in transforming a brand once synonymous only with large passenger cars, to also being a brand of choice for Aussies and Kiwis wanting to buy an SUV.

“While Holden has a 70-year history in the market, we are a challenger brand in SUVs. We have great products, many of which are entirely new nameplates for our market.

“Holden is embracing the challenger mindset: offering great vehicles, sharp pricing and award-winning customer service to steal share from SUV segment leaders”

AJF Partnership executive creative director, Adam Francis said: “For the first time in Holden’s history they have a full range of great SUVs. So, the challenge for us was to create a way of showcasing all five of them, in environments and with drivers that suit them, in a very short space of screen time.

“We also wanted to stay clear of all the SUV clichés of campsites and extended families. A ‘Hollywood style heist’ seemed like the perfect vehicle to showcase ‘this is how we SUV’ at Holden”.

AJF Partnership is one of Australia’s largest and most effective creative agencies. It is the only Australian agency to ever win the grand Effie twice, and last year won silver and bronze Effie awards.


 Creative agency: AJF Partnership, a GrowthOps Business

  • Executive Creative Director – Adam Francis
  • Creative Director – George Freckleton
  • Creative Director – Glenn Dalton
  • Senior Copywriter – Brent Liebenberg
  • Senior Art Director – Ed Carveth
  • Head of TV Production – Roz Ruwhiu
  • Social Media & Content Producer – Claire Luongo
  • Head of Strategy – Jacqueline Witts
  • Director, General Manager – Jayne Brady
  • Senior Account Director – Magda Majorek
  • Account Manager – Amy McKay

Production Company: The Sweet Shop

  • Director – Noah Marshall
  • Producer – Allison Lockwood
  • DP – John Toon
  • Editing – Arc Edit – Drew Thompson
  • Audio Engineer – Stevo Williams, Final Sound
  • Colourist – Tom Poole, Company 3
  • Online Editor – Richard Lambert


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