Squarespace launches heartfelt, uncanny love letter to Aussie and Kiwi tradies in new campaign
Squarespace, the design-driven platform helping entrepreneurs build brands and businesses online, has today launched its latest ANZ brand campaign ‘Click! Click! Click!’. The campaign, produced by Squarespace’s award-winning in-house creative team, celebrates the grit and resilience of Australian and New Zealand tradies who make up the largest sector of the small business industry.
Drawing inspiration from the classic folk song “Click Go the Shears,” the spot reimagines the iconic tune as a modern anthem for tradies looking to build a successful business in a competitive market. It shows how, with just a few clicks, they can get online and establish a strong digital presence. While tradies are known for building in the physical world, Squarespace helps them bring that same level of skill and craft to their digital one.
“Tradies are the backbone of Australia’s economy,” says Alex Neilson, Senior Marketing Manager for Australia & New Zealand. “But learning a trade is very different from learning to run a business. Typically, training focusses on the practical side of the job, with less emphasis on areas such as building a website and marketing the business. Squarespace aims to make that side of the business as simple as possible.”
Beth Moresi, Squarespace customer and owner of popular Melbourne-based business Beth Builds, adds: “We’re always flat out with builds, so we needed a website that could effectively capture leads, showcase our projects and be quick to update. Squarespace was the perfect choice. It’s so easy to use, even for someone like me who’s not a tech wiz.”
Directed by Zach Tavel through Blinkink, the film grounds itself in the culture and tradition of the modern tradesperson, with Squarespace empowering the community to take control of their digital presence.
The film fuses the unmistakable aesthetic of vintage 90s Australian advertising — with its canned smiles, infinite zooms, ham-fisted transitions, and gratuitous slow-mo — all the while, folding in contemporary elements to inject a modern feel.
The goal was to showcase a vibrant ensemble cast representing a wide spectrum of gender identities, ethnicities, and ages.
Says Tavel: “This campaign was as much about crafting authenticity as it was about paying heartfelt homage. At its core is a spot that celebrates the playful, analog charm of the pre-digital era of the 90s—speaking directly to Aussie and Kiwi trade workers who are yet to make the shift to digital. Our goal was to create something genuinely fun and of the era, while still resonating with a sharp, no-nonsense audience that knows when something rings false.
“To strike that balance, we leaned into a loosely late-’80s, early-’90s vibe in our atmosphere, performances, and overall aesthetic. But rather than go full nostalgia, we gave it a modern, higher-end polish, as well as making timeless choices in set and wardrobe design, and most crucially: we cast people who are either actual Tradies or have a true lived-in connection to the trade world, to ground everything in a sense of reality.”
The campaign is now live across video on-demand, out-of-home, and social platforms throughout Australia and New Zealand.
Client / In-House Creative: Squarespace
Chief Creative Officer: David Lee
Senior Creative Manager: Ben Hodgin
Senior Creative Writer: Danielle Cheesman
Senior Art Director: Katie Brents
Brand Design Director: Satu Pelkonen
Brand Design Manager: Joanna Hsu
Brand Design Manager: Matt King
Brand Design Manager: Albert Chang
Staff Designer: Ryan Carrel
Brand Designer: Jaycee Masucci
Brand Designer: Anni Peters
Senior Motion Designer: Videl Torres
Senior Motion Designer: Eric Konon
Senior Motion Designer: Christina Lu
Senior Retoucher: Sara Barr
Senior Retoucher: Derek Kalisher
Production Designer: Alex Tutelian
Senior Director, Creative Production & Operations: Erica Kung
Staff Producer: Kim Santella
Head of Business Affairs: Kiersten Bergstrom-Pavlik
Business Affairs Manager: Luke Richard
Staff Video Editor: Ken Rosenberg
Senior Director, Creative & Brand Strategy: Nate Skinner
Brand & Creative Strategy Manager: Olivia Cohen
Social Media Strategist: Celeste Scott
Senior Marketing Manager: Alex Neilson
Production: Blinkink
Executive Producer: Bart Yates
Executive Producer: Josef Byrne
Head of Production Alex Halley
Producer: Jack Bristow
Production Manager: Sophie Jakobe
Mallorca Service Company: Palma Picture
Director: Zach Tavel
Director of Photography: Carlos Veron
Executive Producer: Dougal Messe
Line Producer: Mercedes Eguiagaray
Post: Studio RM, London & NY
Head of Production: Tomas Katter
Lead VFX: Miriam Oladejo
VFX: Kofee Coley
Colorist: Myles Bevan
Online Editor: Max Sharman
Motion Producer: Paloma Bido
Color Assistant: Zachary Maller
Executive Producer: Mike Coley
Music and Sound Design: Major Tom Longon
Music supervision: Major Tom
Re-record produced/ Composer: Paul Housden
Sound design: Major Tom
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