NEWSFLASH: Two days after this
story appeared in Caravanning News, Holden edited out the word
'bloody' from its controversial television ad.
HOLDEN has apologised to caravanners over the way they are portrayed in
its latest television advertisement.
Furious caravanners have slammed the Victorian-based car manufacturer for
seemingly chastising slow-moving caravans.
But Holden's director of communications Sean Poppitt told Caravanning
News the commercial was "all very tongue in cheek", adding: "Obviously we did not want to offend anyone."
The 30-second ad shows one caravanner in a brand new 4WD Colorado 7, towing an equally flash Jayco Silverline RV, shaking his outstretched
hand and muttering "bloody caravanners" as he comes up behind a slower and
older caravan ‒ a sentiment echoed by his young son.
His rant came after he had been shown hauling the non-offroad Jayco at
speed along deserted dirt tracks and through fast flowing creeks before swinging the rig onto
the bitumen ... only to be confronted by the leisurely grey nomad.
Caravanners approached by Caravanning News were disgusted with the
ad and accused Holden of discrediting them.
"It totally lacks integrity," complained 76-year-old grey nomad Cyril
Hatherton, from New South Wales.
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Mr Kennedy: ad insulting |
"We already cop enough flak without having to suffer this from an
organisation which should know better."
And round-Australia traveller Graeme Beach, who tows a 10-year-old Regent
caravan, commented: "It may appear funny to Holden, but their ad is an
insult to caravanners ... portraying one as impatient and the other as a
roadhog."
Meanwhile, 76-year-old Queenslander John Kennedy, who tows his 15-year-old 16ft Goldstream poptop with a Ford Falcon ute, described the ad as "insulting".
"My first impression is that it's an indication that Holden doesn't like
caravanners," he said.
"You should drive at a speed you're comfortable with. For me that's 85kph.
I feel I have control at that speed."
Members of Australia's biggest online caravanners' forum were divided on
the issue.
"I was disgusted," wrote one, while another added: "The advertisement
sends a number of poor messages.
"Aggressive behaviour, at any level, does not need the slightest
encouragement."
But other contributors defended the ad.
"I usually hate ads, but thought that one was a little humorous and
inoffensive," one commented.
Mr Poppitt described Holden's Get Up and Tow commercial as a "very
tongue-in-cheek, very Australian" presentation.
"It's an everyday situation that most Australians can relate to ... and
Australians are famous for our laconic and self-deprecating sense of
humour," he said.
"The television commercial also complies with all relevant advertising
standards."
He added that the Colorado 7's three-tonne towing capacity and world-class
off-road ability was perfectly suited to caravanning in the great Aussie
Outback.
* To see the controversial commercial,
click here.
