Tradie Underwear has launched its new ‘Aussie Fit’ campaign via Melbourne creative agency The Incubator, through a series of TVCs embodying Tradie’s traditional tongue-in-cheek humour and laidback slang.
The new advertisements feature Rugby star and Aussie larrikin, Nick ‘Honey Badger’ Cummins, Women’s Sevens Rugby phenomenon, Charlotte Caslick and dual Winter Olympian & Freestyle Aerial Skier, Danielle Scott.
The campaign positions Tradie Underwear as “the Aussiest undies ever” and sets out to reflect the wit and essence of Australian culture.
The TVCs were filmed in Broken Hill, Palm Beach and Kangaroo Valley.
The ‘Aussie Fit’ style of women’s underwear will identify as a staple in the Tradie product story, made with an ultra-comfortable design and showcasing “a little bit of cheek”. The commercials encourage viewers to “Tradie up” from their Brazillian briefs, French knickers and American panties.
Says Ben Goodfellow, CEO, Tradie Underwear: “We’re really excited for the launch of our new Tradie Ladies ‘Aussie Fit’ underwear range. This is the first time we’ve taken Tradie outside of the studio to showcase some of Australia’s stunning landscapes alongside our incredible ambassadors. We couldn’t be happier with the new direction as we continue to build our iconic Australian brand.”
The campaign inclusion of Cummins, Caslick and Scott is part of an on-going multi-year talent deal procured by their Manager and CEO of Lampoon Group, Josh White.
Says White: “Tradie has been a wonderful partner of Nick, Charlotte and Danielle for a number of years now. To witness the cult following Tradie has, and how much the brand has evolved since Nick’s first campaign in 2014, has been really amazing! This is Tradie’s biggest campaign yet and we are all thrilled with how it has turned out.”
Says Kyran Docker, creative director at The Incubator: “We wanted to take the Tradie brand somewhere different, and what better way to do that than to film these ads in places that are significant to our brand ambassadors. Nick is a country boy at heart, Charlotte’s a farm girl and Danielle lives by (and for) the beach. There are so many different lifestyles that we can live here in Australia, and Aussie Fit are the only Aussie owned underwear designed specifically to suit that.”
The new TVCs will run over the next ten weeks and will be supported with social and bus-back advertising across Australia.
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 & Jordan Maddox
Editor - Luke Dickonson
Grade/Flame - Chris Reynolds
PR Agency – Lampoon Group
Lampoon Group CEO – Josh White