Cabot’s kicks off decking season at the AFL Grand Final with new TV campaign via HBT

Cabot’s will this weekend air a new TVC via HBT, signaling the beginning of the ‘decking season’ – on Grand Final day.

Cabot’s is utilising the AFL Grand Final broadcast in an approach similar to that of major American advertisers’ use of the Super Bowl: as a one-off opportunity to make a big brand statement. However in Cabot’s case, there is a particularly sound strategic reason behind the investment.

WATCH THE SPOT

The TVC will be broadcast at quarter time, and also played on the screens at the MCG to an estimated crowd of 100,000 attendees.

Says David Hayes, managing director, HBT: “When Cabot’s told us they were thinking about placing a message in the Grand Final, it made perfect sense. The ‘decking season’ starts when the football season finishes and consumers – mostly men – tend to get off the couch and think about the garden, specifically the deck.”

Says Michael Woodlock, general manager, Cabot’s: “We went to HBT with an open brief. They know our business well, so they think about it holistically. We knew the buy made sense – we wanted to see how they’d tackle the messaging.

“HBT looked at developing all-new creative, but decided the best approach was to repurpose our current TVC. They got Dennis Cometti and Matt Richardson in Melbourne to commentate our Cabot’s talent coating his deck, as if it was a passage of play in a football game, complete with siren and the roar of the crowd. The result has already been a big hit with our customers and employees.”

Says Hayes: “The key to it all was the opening graphic – ‘The footy season’s over. The decking season’s just beginning.’ After that, the idea almost wrote itself. It’s turned into something much bigger than we expected – a celebration of decking and Cabot’s. Plus, it doesn’t take itself seriously, which is a central plank of the Cabot’s positioning.”

The commercial was originally directed by Mick Connelly. The edit was by David Barrett at Famous By Tuesday. Audio was courtesy of Bang Bang’s Stephen Renfree. At HBT, David Hayes was the creative lead, account director Sheridan Devereux.

Agency HBT – David Hayes and Sheridan Devereux

Audio: Stephen Renfree / Bang Bang Studios