Hey Charger: How The Valiant Charger Became a Legend

The Birth of a Legend: Hey Charger

When Chrysler Australia unveiled the Valiant Charger in 1971, the country wasn’t ready for just how bold, brash, and utterly electrifying it would be. In the golden era of Australian muscle, the Charger didn’t just show up, it kicked the doors in and declared itself a contender. What followed was one of the most memorable and effective automotive marketing campaigns in Australian history: “Hey Charger!”

Who Was Behind "Hey Charger"?

The campaign was orchestrated by Chrysler Australia’s marketing team in collaboration with advertising agency George Patterson Advertising (now part of VMLY&R). They knew they were sitting on a product that was not just a car, it was a statement. A bold new direction in styling and youth-targeted engineering. To match that energy, they needed a campaign that wasn’t about specs or tradition, it had to scream cool.

What Made the "Hey Charger" Campaign Special?

“Hey Charger!” wasn’t just a slogan. It was a gesture, a catchphrase, and a cultural moment all rolled into one. The TV commercials featured a cheerful, good-looking bloke giving a two-fingered wave (a peace sign angled sideways) while shouting the now-famous line. The ad didn’t need to tell you about kilowatts or top speeds. It created vibe.

The Charger itself was portrayed not as a car for the family or the farmer, but for the young, the daring, and the stylish. It was Australia’s answer to the Mustang or Camaro—but with a uniquely local flavour. The ad was catchy, high-energy, and irreverent. Most importantly, it stood apart in a market where Holden and Ford were locked in a more conservative branding war.

When and Where It All Happened

The Charger officially launched in August 1971, and the advertising blitz began shortly after, hitting print, television, and dealership showrooms across the country. At a time when television had immense influence and cultural monoculture was real, the phrase “Hey Charger!” quickly entered the national lexicon. Kids used it in playgrounds, adults joked with it in pubs. It was mimicked, parodied, and embraced everywhere from Sydney to the most remote outposts of WA.

Why the "Hey Charger" Campaign Succeeded

Targeted Youth Appeal: Unlike its more staid predecessors, the Charger was aimed squarely at younger drivers who craved style, individuality, and performance. The ad mirrored that with its fun, cheeky tone.

Unmistakable Identity: The Charger had a look unlike anything else on the road at the time, wide stance, coupe silhouette, long bonnet, and short rear deck. The campaign amplified that design confidence.

Memorability: “Hey Charger!” wasn’t just an ad, it became a social shorthand. It stuck. It resonated. It didn’t just advertise a product; it created a cultural signal.

Backed by Performance: While the ad didn’t get bogged down in details, enthusiasts knew the Charger wasn’t just a pretty face. The R/T variants, particularly the E37, E38, and later E49, cemented the car’s credentials at Bathurst and on the street.

Emotional Resonance: It came at a time when Australians were forging their own identity in the automotive world. Chrysler, the underdog compared to Ford and Holden, made a play that felt fresh and local, and the people loved it.

Legacy and Impact

The Hey Charger! campaign played a pivotal role in cementing the Valiant Charger’s status not only as a performance legend but as a cultural icon. The advertising gave the car immediate recognition and desirability. Decades later, the Charger still carries the glow of that youthful rebellion and 70s bravado.

Collectors today don’t just see the Charger as a car, they see it as a time capsule. A machine that, from day one, was packaged with personality and launched with one of the most charismatic campaigns in Australian advertising history. The ad helped sell cars, yes, but it also created loyalty, nostalgia, and myth. And that’s the kind of magic you can’t engineer in a wind tunnel.

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Win A 1972 Valiant VH Charger XL
Worth $150,000

Featuring:

• 265ci Hemi inline six cylinder engine rebuilt with a mild cam
• Original 3-speed manual transmission
• Hemi Performance disc brake, LSD rear end
• Factory Metallic Plum Paintwork
• Off-white interior with retrimmed seats in VJ pattern
• Upgraded leaf springs and lowering blocks
• Floor-mounted shifter
• 14″ Factory Sport wheels with red-striped tyres
• Original factory steering wheel
• Genuine factory thumb wheel radio with Adam Lochead facia
• Bare-metal rotisserie restoration