Cabot’s Australia creates Aquadeck moments in its latest television campaign via HBT Agency

Cabot’s Australia has launched the latest TV campaign via HBT Agency. HBT has been producing memorable TVCs for Cabot’s for 20 years – helping to grow a very substantial business for the Dulux Group – and the latest instalment is no exception.

The new campaign sees a creative shift for HBT in its work for its long-term client Cabot’s. Previously, HBT has focused on conveying the functionality and ease of use of Cabots’ products, in a light-hearted and often humorous way. In its most recent work though, HBT has made an emotional appeal to consumers, building on the idea that the deck is an important landmark in the Australian home where special occasions are held and memories are made. Therefore, it should be protected and cared for accordingly.

VIEW THE MOMENTS SPOT

VIEW THE DADDY’S LITTLE HELPER SPOT

Says David Hayes, managing director, HBT Agency: “Cabot’s is a long way ahead of their competition. Part of the strategy behind this campaign was to use the emotional attachment that people have to their decks to separate Cabot’s even more from their competitors. Only Cabot’s could run a campaign like this.”

Up and coming Victorian band, The Teskey Brothers, whose song ‘This could be forever’ features throughout the ad wrote the track specifically for Cabot’s after HBT approached the band.

Despite HBT’s new creative direction in the latest series of TVCs, the emphasis on the down-to-earth Australian lifestyle is still evident throughout.

The new Cabot’s TVCs will run in both 30 and 15 second formats and be complemented with an outdoor advertising campaign just in time for peak “deck season.”

Agency: HBT

Producer: Jackie Adler