Sam Kekovich urges tradies to buy ‘Australian Made’ in new spot for Crescent Lufkin via MAW

Australia’s favourite patriot, Sam Kekovich, has put down the lamb chop for a moment to talk to the tradies of Australia. In the first in a series of campaign videos promoting Crescent Lufkin Tape Measures – to be released throughout 2019 – Kekovich urges Aussie tradies to support Australian manufacturing and keep their eye out for those on the jobsite who simply don’t measure up.

The new ad is part of the ‘Does Your Mate Measure Up?’ campaign. In it, Kekovich asks Aussie tradies to consider our economy when making their next purchase and reminds us all that our manufacturing industry is precious and not to be forgotten. This, and the simple fact that ‘Australian Made’ means performance under pressure in our tough Australian conditions.

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Marketing manager for Crescent Lufkin, Kristin Viccars, said the decision to partner with Kekovich was an easy one to make.

Says Viccars: “Sam Kekovich is an authentic patriot, if not the Aussie patriot. We couldn’t be happier to have partnered with him for the ‘Does Your Mate Measure Up?’ campaign. Expect more of Sams classic catchphrases and Aussie slang in the months to come and remember to look for the Australian Made logo next time you buy a tape measure–Crescent Lufkin is the only business proudly manufacturing tape measures here in Australia, so heed Sam’s advice and make sure you, and your mate, measure up this year.”

The digital campaign is set to roll out across social media and other digital platforms throughout 2019, including YouTube.

Agency: MAW Communications, Sydney

Andrew Miller – New Product Development & Brand Manager Apex Tool Group & Crescent Lufkin