The car that listens

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FCB and 8COM have shot a new TV campaign for Holden Cruze – with a focus on the vehicle’s grunty in-car technology.

“To generate awareness and increase consideration around the new model, the What You Say Goes campaign focuses on the voice activation capability as a demonstration of how the in-car technology puts the driver in complete control,” said FCB ECD Regan Grafton.

Holden NZ says the execution is based on the insight that New Zealanders need to know the tangible benefits that come with the Holden Cruze to encourage people to not only consider the vehicle, but envisage it an integral part of their lives.

“We wanted to create a TVC that is distinctive, memorable, and likeable, aligning the Cruze with smart, stylish and modern contemporary lifestyle that New Zealanders can relate to, as well as setting the model apart from competitors,” Grafton said.

“In our research, we found that the Holden Cruze is viewed as reliable, trustworthy, and good-value. We wanted to make sure this campaign didn’t distract from these advantages, but would instead inspire people to view the car as the perfect accessory for modern life.”

The TV campaign will be supported by digital components.



Regional Executive Creative Director: James Mok
Executive Creative Director: Regan Grafton
Creative: Bobbie McKay
Creative: Russell Chambers
Creative Services Director: Jenni Doubleday
Head of Content: Pip Mayne
Producer: Amanda Langkilde
Group Account Director: Toby Sellers
Account Director: Michelle Koome
Account Manager: Rebecca Kearsley
Client: HOLDEN
Product: CRUZE
GM of Marketing: Marnie Samphier
Brand Communications Manager: Cherie Berryman



Production Company: 8COM
Production Company Director: Matt Palmer
Production Company Producer: Kim Kirby
Editor/s: Dan Kircher
Director of Photography: John Toon


Post Production

Post Production: Toybox
Colourist: Andrew Brown
Online Editor: Mike Robinson



Sound Studio: Liquid Studios
Sound Engineer: Craig Matuschka
Composer: Peter Van Der Fluit
Music Producer: Sarah Yetton

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