1976 National featuring ABBA

In August 1976 an Australian production crew from George Patterson flew to Sweden to film five brand commercials for client National featuring supergroup ABBA.

The commercials were created and developed by the advertising agency in partnership with William Love & Co. The spots made their debut on the Nine Network and associated stations in October 1976 during the 2nd annual Rock Music Awards from the United States. They were also broadcast during the documentary ABBA-dabba-doo on Nine (which was locally retitled ABBA From The Beginning).

The group reportedly earned AUD $1 000 000 for the campaign and utilised the money to mount their 1977 tour of Australia.

In addition to the television commercials the National advertising campaign included outdoor, print and radio executions as well as below-the-line products including point-of-sale brochures, postcards, posters and set-top displays.

The Australian campaign won the prestigious gold award in the television commercial category at the 4th Matsushita Overseas Advertising Contest in May 1977, beating entrants from over 40 countries.

Utilising additional footage shot in Sweden a further three television commercials were produced, bringing the total campaign to eight spots. The additional spots focused on the range of National products, rather than brand awareness, and aired from June 1977.

The soundtrack to the campaign was adapted by Benny Andersson, Björn Ulvaeus and Stig Anderson. Recording began at Polar Music, Stockholm on 7th July 1976.

Outdoor scenes were filmed at Drottningholm Palace, the private summer home of Sweden’s Royal Family. The indoor scenes were filmed in the ballroom of the Grand Hotel, Stockholm and an apartment in the capital.

As well as being broadcast in Australia the campaign was screened in New Zealand, Japan, The Philippines, Thailand and Western Europe.

Australian voice over: Phil Haldeman


Andrew Heslop commenced his career at 5DN 972 in 1985.

Provided for information and education purposes only.
Copyright remains with Panasonic.