Super Chicken re-hatched

If you’ve never seen a Super Chicken in the flesh you’re not alone. In fact, if you haven’t even seen a photo you’re not Robinson Crusoe, either.
And that was precisely the motivation for the owner of this HQ panel van feature car. Todd Martin is well known to car club enthusiasts. He’s the principal of Muscle Car Events, organiser of the recent Repco Round Australia Retrial and the many model-specific Bathurst anniversary gatherings over the years. But despite attending hundreds of car events over the years, he’d never come across one in his travels.
“Why have I re-created a Super Chicken? No one else has done it. Simple as that,” Martin explains. “I’d seen an ad or two for it in car magazines from 1973. And I reckon I’ve only seen pictures of one or two cars on Facebook. But that’s it.”
AMC reprinted this ‘Introducing the Super Chicken’ advertisement in issue #76. The ad’s copy reads: ‘Here’s the brightest looking customizing idea in years. Specially designed for the younger Holden Ute and Van customer by GM designers. Using eight mind-bending colours! Order a ‘Super Chicken’ decal on your next Holden Ute or Van from your nearest Holden Dealer.’

Todd Martin with his recreated Super Chicken. Image: Peter Abraham

The ads for the decals appeared in the May 1973 issues of Modern Motor and Wheels. The photos were taken on the famous turntable at the Holden Design Centre. We understand that a HQ ‘sin bin’ did the motor show rounds that year or the next.
AMC helper Jason Chaplin found an old copy of the HQ Holden parts manual, dated October 1973, which details the Super Chicken transfer package listed for the panel van and ute. Its part number, 9931991, comprised 12 sections, six for a vehicles’ right-hand side and six for the left. When combined, that’s one big decal.

Another series of transfers listed in the parts manual is called the Water Splash.
Inspiration for providing ute and van owners with striking decals came from, surprise, surprise, the USA. General Motors offered Chevrolet ‘truck’ and van buyers a number of vastly-differently themed designs for El Camino, Blazer, the Fleetside pickup and even the Vega. Headlining the Mod Bods range was an Eagle motif, with many of its design traits carrying over to the Super Chicken. Yanks could also buy the equally patriotic 1776, Hawk, Feather (the latter two influenced by American Indian ornamentation), Flame, Rippler, Wheels and, wait for it, the Sandman. Now you know where that, erm, Aussie icon came from!