Today, Tradie Underwear has launched their new ‘Aussie Fit’ campaign through a series of TVCs embodying Tradie’s traditional tongue-in-cheek humour and laidback slang.
The new advertisements feature Rugby star and Aussie larrikin, Nick ‘Honey Badger’ Cummins, Women’s Sevens Rugby phenomenon, Charlotte Caslick and dual Winter Olympian & Freestyle Aerial Skier, Danielle Scott.
The campaign positions Tradie Underwear as “the Aussiest undies ever” and sets out to reflect the wit and essence of Australian culture.
The TVC’s were filmed in Broken Hill, Palm Beach and Kangaroo Valley.
The ‘Aussie Fit’ style of women’s underwear will identify as a staple in the Tradie product story, made with an ultra-comfortable design and showcasing “a little bit of cheek”.
The commercials encourage viewers to “Tradie up” from their Brazillian briefs, French knickers and American panties.
Watch the TVCs below:
Tradie Underwear CEO, Ben Goodfellow said: “We’re really excited for the launch of our new Tradie Ladies ‘Aussie Fit’ underwear range.
“This is the first time we’ve taken Tradie outside of the studio to showcase some of Australia’s stunning landscapes alongside our incredible ambassadors.
“We couldn’t be happier with the new direction as we continue to build our iconic Australian brand.”
The campaign inclusion of Cummins, Caslick and Scott is part of an on-going multi-year talent deal procured by their manager and CEO of Lampoon Group, Josh White.
White said: “Tradie has been a wonderful partner of Nick, Charlotte and Danielle for a number of years now.
“To witness the cult following Tradie has, and how much the brand has evolved since Nick’s first campaign in 2014, has been really amazing!
“This is Tradie’s biggest campaign yet and we we are all thrilled with how it has turned out.”
The new TVC’s will run over the next ten weeks and will be supported with social and bus-back advertising across Australia.