The Honey Badger gets footloose in Tradie’s new bamboo socks in latest spot via The Incubator


Aussie underwear label Tradie continues to expand its range with the launch of a new bamboo sock collection and campaign via Melbourne creative agency The Incubator.


The latest in a series of spots featuring Tradie ambassador Nick Cummins in the true-blue Aussie outback, this spot shows a whole new side to the Honey Badger. Dancing like nobody’s watching, in a matching set of Tradie black undies and socks, the Badge gets fully footloose and fancy-free.

Filmed on a classic location in Broken Hill, in this 30 second TVC the Aussie icon is evidently in his element. Putting their ‘Tradie Tough’ claim to the test, the bootless Badger channels his inner cowboy and kicks up his heels to a rootin’ tootin’ tune.

Says Ben Goodfellow, founder, Tradie: “Our latest spot in the Broken Hill series is an absolute winner. What better way to show the strength and comfort of our bamboo socks than by dancing around in the tough environment of the Aussie outback?”

Says Kyran Docker, creative director at The Incubator: “We’re just trying to have fun with this brand, it’s great working with Nick, he really gets into character. Who knew he could line dance?”

The 30 second spot is currently airing on TV and social media.

Client – Tradie Underwear
Tradie Founder – Ben Goodfellow
Tradie Brand Manager – Simone Hyde

Creative Agency – The Incubator
Account Director – Jeremy Walsh
Creative Director – Kyran Docker
Writer – Skye Davidson

Production Company – Plot Media
Producer – Virginia Kay
Director – Nicholas Clifford
DP – Joel Betts
Editor – Luke Dickinson
Grade/Flame – Chris Reynolds
PR Agency – Lampoon Group
Lampoon Group CEO – Josh White