Press Release

Aussie underwear label Tradie’s brand ambassador Nick Cummins is back on our screens this week, bursting with enthusiasm about Tradie’s latest bamboo no-chafe underwear collection.

Filmed in the brief period when Melbourne wasn’t in a lockdown, Melbourne creative agency, The Incubator had the unique challenge of trying to stay within their usual playground of dusty desert landscapes without leaving the Victorian border. Bringing a bit of the outback to our own backyard, filming took place at Black Rock, Southern Victoria. With some out of the box thinking and visual smarts, you’d never know it wasn’t in the middle of nowhere.

“We love getting the Honey Badger out into nature,” says Kyran Docker, Creative Director at The Incubator. “It really brings out his best when we film him in his natural habitat.”

Nick’s rocky backdrop was the perfect fit for the no-chafe undies, designed for a country where blokes are up against the elements every day. “Its been 10 years since we first launched the Tradie No Chafe undies so this advert is a great way to celebrate one of our most loved products” says Tradie founder Ben Goodfellow.

Or, as Nick tells us: “We all know how rough it can get down under, and … you know, down under. It’s a bugger when you get the big wet in the back part of the top end, the rough track up ’n’ back, down around the hoop, blow a gasket, chuck a u-banger and you’re back to where you started!”

We agree with…whatever the Honey Badger just said.

The 30 second spot will air on TV and social media from the 11th March 2022.

Award-winning ethical and sustainable online retailer Flora & Fauna have produced their first pure brand campaign, focussing on their ‘surprisingly better’ eco alternatives for everyday household and beauty essentials.

Aimed at the eco-curious, the message is simple: Flora & Fauna makes it ‘easy to be eco’, with more than 10,000 eco-friendly products to shop online. The brand further reinforces its credentials in the ad, referring to their B-Corp status and fully carbon-offset operations.

“We are truly focused on making a difference at F&F and that is not easy to get across in 30 seconds; however the teams at The Incubator and Jumbla have really understood our purpose, values and us,” says Flora & Fauna founder, Julie Mathers. “I’m delighted and so excited to get this campaign out and start helping many more make better choices.”

“Surprisingly Better is a strong message, challenging people to discover both how easy it is to shop for eco products, and also how great those products can be,” says Kyran Docker, Creative Director at The Incubator. “We wanted to help people realise they can easily make a difference with their everyday shopping choices.”

“As long-time fans of Flora & Fauna, we’re delighted to have been asked to help create their first brand campaign”, says Alison Rentoul, Incubator’s Head of Strategy. “We really enjoy working with purpose-driven brands and it was a real pleasure to take this campaign from concepts through to completion, in collaboration with the superb team at Jumbla.”

Two-times winner of ‘Top Sustainable Retailer’ at the 2020 and 2021 power retail awards, Flora & Fauna was founded in 2014 and recently acquired by natural beauty business BWX.

The ads will primarily run on social media and BVOD.

NRL’s Cameron Munster, Josh Addo-Carr and Christian Welch are set to storm our screens off the field this week, starring an uproarious series of new TVCs celebrating Tradie’s proud Melbourne Storm sponsorship. Whether trying to squeeze three big rigs into a tiny bathtub, or unleashing an epic deodorant battle, the boys whipped up a perfect storm while showcasing Tradie’s signature body wash and deodorant range.

Ben Goodfellow, Tradie founder says: “We’re extremely proud to be sponsors of the Melbourne Storm, one of the most successful clubs in NRL history, and we’re sure they’ll be great ambassadors for our Tradie body range. Plus our products will help make all their victories smell even sweeter this season.”

“The boys were game for everything we threw at them during filming, and we’re excited to show how much fun these ads are.” said Kyran Docker, Creative Director at The Incubator.

The two new 15 second spots will air on National TV from Sunday 23^rd May.

Aussie underwear label Tradie continues to expand their range with the launch of a new bamboo sock collection.

The latest in a series of spots featuring Tradie ambassador Nick Cummins in the true-blue Aussie outback, this spot shows a whole new side to the Honey Badger. Dancing like nobody’s watching, in a matching set of Tradie black undies and socks, the Badge gets fully footloose and fancy-free.

Filmed on a classic location in Broken Hill, in this 30 second TVC our Aussie icon is evidently in his element. Putting their ‘Tradie Tough’ claim to the test, the bootless Badger channels his inner cowboy and kicks up his heels to a rootin’ tootin’ tune.

“Our latest spot in the Broken Hill series is an absolute winner,” says Tradie founder Ben Goodfellow. “What better way to show the strength and comfort of our bamboo socks than by dancing around in the tough environment of the Aussie outback?”

Melbourne creative agency The Incubator continues to bring home the Tradie goods with this latest spot. Kyran Docker, Creative Director at The Incubator said “We’re just trying to have fun with this brand, it’s great working with Nick, he really gets into character. Who knew he could line dance?”

The 30 second spot is currently airing on TV and social media.

Continuing Tradie’s collaboration with the Inspired Unemployed, Tradie introduces their new branded Body Wash range via these two 15 second TVCs, featuring bath time with Matt and Jack.

“We had a lot of fun coming up with these spots,” says Ben Goodfellow, Tradie founder. “Basically nothing is off limits with these guys¬—they just kept injecting their own unique brand of humour into what were already pretty funny scenarios and the results are exactly what we were looking for.”

Matt Ford and Jack Steel of The Inspired Unemployed have been bathed in glory since bursting onto the social media scene in 2019. Flatmates in Sydney, these two besties clearly like to keep it cheeky even while they’re cleaning up their act. This bubbly duo are used to getting themselves in hot water, but it’s all good clean fun at the end of the day.

“Given all the heaviness of the world right now, it’s been great to produce some lighthearted spots that don’t take themselves too seriously and just put a smile on your face,” said Kyran Docker, Creative Director at The Incubator.

The new 15 second spots will air on National TV from the 16th August. Check them out here:

Aussie underwear label Tradie has taken self-isolation productivity to a whole new level in their latest spot. Some people bake sourdough, others do 5,000 piece jigsaws… but that’s not challenging enough for Tradie’s favourite brand ambassador Nick Cummins: he’s putting their Tradie Workwear range to the ultimate test during iso, by building a humungous fence.

Filmed in outback Broken Hill, the spot features Honey Badger, clad head to toe in Tradie Workwear, planting the first of 23,495 fence posts ­– with questionable success, but infinite style. Why is he building a massive fence? Who knows? Who cares? While we may never understand the enigmatic workings of the Honey Badger’s mind, one thing’s for certain: Tradie workwear is the best clothing choice for a mission this epic.

“I’m really excited for the release of our new Tradie Workwear advert,” says Ben Goodfellow, founder of the iconic Tradie brand. “Continuing on from our last ‘no bounce’ outback spot, Nick is now demonstrating how tough our Tradie Workwear really is when working out in the elements. I’m sure all Australians are going to love this advert and it will cement Tradie as Australia’s favourite true blue, tough as nails workwear brand.”

Melbourne creative agency The Incubator was once again tasked with building on Tradie’s highly popular advertising archive. Kyran Docker, Creative Director at The Incubator said “It’s been great to be part of the ongoing evolution of this brand, and seeing the effort it takes to dig a hole.”

The 30 second spot will air on TV for the first time on 7th June 2020.

Tradie: No Bounce

Tradie has launched a new campaign to promote its ‘No Bounce’ men’s underwear featuring brand ambassador Nick ‘Honey Badger’ Cummins, developed by Melbourne creative agency The Incubator.

Tradie HQ has been working hard to tackle what ​must​ be one of life’s biggest problems. Those moments when men are running around like a rat in a blender and the old boys pop a bit left of centre. The new technologically advanced ‘No Bounce’ pouch keeps the tackle out of the left wing and the scrum half, cosy and safe in the centre.

The spot highlights Nick ‘Honey Badger’ Cummins’ best assets. His charm and charisma.

It follows a busy couple of weeks on-air for Tradie, after their ladies’ Aussie Fit range launched a fortnight ago with brand ambassadors Danielle Scott and Charlotte Caslick backed by Cummins, (all represented by Lampoon Group) stepping out of the studio and into iconic Australian landscapes, showing off some of our breathtaking coastlines, and rugged, red country.

Says Ben Goodfellow, founder, Tradie: “I’m really excited for the release of our new No Bounce undies advert. Filming Nick ‘Honey Badger’ Cummins in his natural habitat, Outback Australia, allowed us to create our funniest advert to date. I’m sure all Australians are going to love this advert and it will cement Tradie as Australia’s favourite Australian owned underwear brand.”

Lampoon Group Founder and CEO, and Nick Cummins’ Manager, Josh White, also said that “Nick really enjoyed getting into outback Australia this year to shoot the new No Bounce campaign with Tradie. This is Tradie’s biggest campaign yet and we are all thrilled with how it has turned out.”

Says Kyran Docker, creative director, The Incubator: “Taking Tradie out of the studio has been a natural evolution of the brand, and we’re thrilled with how it’s come together. To be able to demonstrate not only Nick’s great sense of humor, but to also show off what makes this country fantastic, has been a wonderful experience, and has resulted in great content that we can’t wait to share.”

The spot will bounce onto screens this Sunday August 25th.