Australia’s Most Iconic Car Commercials – A Nostalgic Look Back
From the golden era of Aussie car manufacturing to today’s high-tech EVs, car commercials have been more than just product promotions — they’ve been cultural snapshots. Whether it was Holden tugging at our national pride, or Toyota making us leap for joy, these ads captured the Aussie spirit like no other. Let’s journey back and explore the most iconic car commercials in Australian history.
1. The Golden Age of Aussie Car Ads – 1970s to 1980s
Holden: “Football, Meat Pies, Kangaroos & Holden Cars” (1976)
One of the most recognisable Australian jingles ever aired, this Holden ad encapsulated national pride. The jingle cleverly tapped into the Aussie identity by pairing Holden with other iconic cultural elements.
Why It Mattered:
Created a deep emotional bond between Holden and Australian identity.
Ran during sporting events, linking cars with tribal loyalty.
Cemented Holden’s image as Australia’s car.
Ford Falcon: “The Great Aussie Road Trip”
Ford’s answer to Holden was to focus on family, freedom, and the expansive Aussie landscape. The ads portrayed Falcons cruising the Nullarbor or parked on Bondi Beach — echoing the brand’s ‘everyman’ appeal.
Nostalgia Factor:
Aimed at the Aussie dream of the open road.
Often featured soothing narrators and sweeping shots of the Outback.
2. The 1990s – Character, Humour and the Rise of Japanese Brands
Subaru Outback: “All 4 the Driver” (1996)
Subaru’s entry into the Aussie psyche came with clever branding: rugged capability, loyal reliability, and a touch of quirkiness. The Outback ad series focused on adventure and safety, often showing families or solo drivers tackling weather and rough roads.
Standout Themes:
Promoted AWD in a time when Aussies were just warming to SUVs.
Endearing tone and family-first messaging.
Helped redefine Subaru as more than just a niche player.
Toyota: “Oh What a Feeling!” (Ongoing since 1980s)
Arguably Toyota’s most enduring campaign, the image of someone jumping with joy was a simple yet effective metaphor for buyer satisfaction. The ads were upbeat, colourful, and universal.
Cultural Legacy:
Synonymous with value-for-money and reliability.
Used across multiple Toyota models — Corolla, Hilux, Camry.
The jump became a symbol of celebration among buyers.
3. Quirky Classics That Became Legends
Mitsubishi Magna: “Please Consider” (1990s)
Actor Francis Greenslade delivered these soft-spoken ads, politely urging viewers to “please consider the Mitsubishi Magna.” The low-key delivery stood out in a sea of loud commercials.
Why It Worked:
Subverted loud, aggressive car ad norms.
Became a meme-worthy catchphrase long before the meme era.
Boosted Magna’s appeal among everyday drivers.
Hyundai Excel: “You’ll Be Surprised” (1990s)
Hyundai’s attempt to shake off its cheap car image came with catchy taglines and playful visuals. Ads showed the Excel handling like a dream and packed with features that surprised buyers at the price point.
Aussie Impact:
Helped Hyundai grow from an underdog to a serious market contender.
Set the foundation for i30 and Tucson dominance in later years.
4. Utes, Tradies, and Toughness – Aussie Workhorse Icons
Toyota Hilux: “Unbreakable” Campaign (2000s–2020s)
This series of commercials pushed the Hilux as the ultimate workhorse — tested by falling pianos, rogue dinosaurs, and clumsy farmers, yet somehow surviving everything.
Why It Became a Legend:
Combined humour with product strength.
Developed a cult-like status among tradies.
Reinforced Hilux’s reputation as the ‘unbreakable ute.’
Holden Ute: “Raised on Rock” (2000s)
These ads leaned into Holden’s heritage and proudly displayed the Commodore Ute burning rubber on backroads. With AC/DC riffs blaring, they struck a chord with petrolheads.
Emotional Hook:
Tapped into Aussie masculinity and car culture.
Promoted the ute as a lifestyle, not just transport.
5. The EV and Eco Era – 2010s to 2025
Hyundai Ioniq 5: “Power Your World” (2020s)
As EVs started taking over, Hyundai launched sleek, cinematic ads for the Ioniq 5. These weren’t just about driving—they showed a new lifestyle powered by renewable energy, smart homes, and clean tech.
Modern Vibe:
Focused on innovation and environmental awareness.
Stunning visuals, tech-driven narrative.
Attracted a younger, urban audience.
Tesla Australia: “Not an Ad” Strategy
Tesla famously doesn’t run traditional ads, but its viral Model S and Model 3 videos — often fan-made or corporate shorts — gained massive traction online. In Australia, these clips circulated widely on YouTube and TikTok.
Unconventional Strategy:
Relied on product performance and cult following.
Created mystery and exclusivity around the brand.
6. The Role of Music in Aussie Car Ads
A big part of what made these commercials memorable was the music. Whether it was rock ballads, orchestral scores, or catchy jingles, the soundtrack shaped the emotion behind the message.
Examples:
Holden Commodore VT used rock ballads to evoke pride.
Mazda employed fast-paced beats for the Mazda3 and MX-5, appealing to youth.
Kia Cerato GT ads used funky basslines and city visuals to target millennials.
7. Celebrities and Voiceovers – Recognisable Aussie Accents
Russell Crowe for Mitsubishi Pajero
The gravelly-voiced Crowe narrated rugged journeys in Pajeros through desert landscapes. His voice added grit and trust to Mitsubishi’s family adventure ute.
Eric Bana for Ford Performance Vehicles
As a known car enthusiast, Bana’s voice lent credibility and excitement to Ford’s performance line. The ads leaned on his passion for racing and Aussie muscle.
8. Regional Charm – Localised Campaigns That Worked
Not all iconic ads were national. Many regional campaigns struck gold with their authenticity:
Queensland: Nissan Patrol ads focused on beach drives and off-road fun.
Victoria: Subaru WRX ads featured snowy mountain scenes and ski-lodge getaways.
Outback NSW & NT: Hilux and Isuzu D-MAX pushed ruggedness with red dirt and dust.
These localised ads resonated with audiences by directly addressing regional lifestyles and environments.
9. From TV to Digital – Evolution of the Car Commercial
As streaming services and YouTube replaced traditional TV, brands pivoted:
Shorter ad formats: Quick 15-second highlights over 60-second storytelling.
Social-first content: Toyota and Mazda now optimise for TikTok and Insta.
Interactivity: Hyundai’s recent Tucson ads allow viewers to click and explore features mid-video.
Despite this shift, the emotional storytelling that defined iconic Aussie car ads still lives on—just in a different format.
10. What Made These Ads Iconic? Key Traits
Whether made in 1976 or 2025, these car commercials share some core elements:
Relatability: Ads reflected everyday Australian life.
Emotional connection: Pride, excitement, family, or humour.
Cultural timing: Tapped into the national mood or political landscape.
Strong taglines: Think “Unbreakable,” “Oh What a Feeling,” or “All 4 the Driver.”
Memorable visuals or sounds: A jingle, a jump, or a burnt rubber trail.
11. Aussie Car Ads That Flopped – A Quick Honourable Mention
Not every ad was a hit. A few either misread the market or tried too hard.
Great Wall Motors had over-the-top CG-heavy ads in the early 2010s that lacked emotional connection.
Peugeot launched stylish European ads without tailoring to the Aussie buyer — and they fizzled quickly.
Lada Niva in the 1990s — known for the ad’s odd humour and lack of clarity.
These examples showed how critical cultural understanding is when marketing cars to Aussies.
Conclusion: Why These Ads Still Matter in 2025
Car commercials aren’t just marketing—they’re snapshots of what Australians valued at the time. Whether it was Holden’s pride in local manufacturing or Toyota’s promise of happiness, these ads shaped generations of car buyers.
Even today, phrases like “Oh What a Feeling” or “Please Consider” are instantly recognisable. They tap into a shared experience of growing up around the TV and dreaming about the open road.
In a world moving toward digital ads and automated buying journeys, the nostalgia of these iconic commercials reminds us of a more emotional time in motoring.
Want to relive more classic Aussie car moments or learn what’s coming in 2025? Head to carsoop.com.au and fuel your curiosity.
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