The Honey Badger kicks off new line of boots for Tradie brand in new campaign via The Incubator

The Tradie brand keeps marching on with the launch of a new Tradie work boot and an accompanying campaign created by The Incubator.

Like everything in the Tradie range, these boots are made with the working man in mind. They are thick skinned, steel capped and in the words of the Badger, super cush.  Nick Cummins is back again as the spokesman for the brand in a new 30 second slot to be aired during Channel 7s Big Bash cricket series.

Says Ben Goodfellow, founder of the Tradie brand: “We’re wrapped to have Nick back again talking about our gear, he’s the perfect embodiment of this product, tough as nails but always super comfortable in his own skin.” 

VIEW THE SPOT

Tradie commissioned The Incubator to develop the new bank of TVCs.

Kyran Docker, creative director of The Incubator outlined the process of developing the spot: “We spent a few weeks crafting a script for Nick and of course he came in and pretty much said whatever he wanted instead. After reviewing the advert a few times in the edit-suite, we are pretty confident that Nick is describing the look and feel of the boot, which is more or less what we wanted.”

While what Cummins is saying isn’t always clear, what is clear is that Tradie is a brand that doesn’t take itself too seriously. In the end that will either appeal to a consumer or it won’t. With the growth of the brand in terms of awareness and sales, the early verdict is that their philosophy seems to be working.

Client – Tradie Underwear

Lampoon Group CEO – Josh White