Home Timber & Hardware put the ‘hard’ back into hardware in ad from Cummins & Partners
Home Timber & Hardware is pushing its positioning as the hardware stores for tradies with a new campaign which pits men against their “harder” selves who encourage them to tackle home renovating problems head on in the first campaign from recently appointed creative agency Cummins & Partners.
The ad sees clean, shaven tidy men contemplating tasks such as building a car port or painting a wall before being confronted by their “harder”, more hairy and rugged counterparts who encourage them to tackle the problem with the right advice to underpin the tagline “put the hard back into hardware”.
Home Timber & Hardware head of marketing Kevin Lillie said: “It’s about owning what we’re good at. This campaign identifies Home as the only place that really understands quality hardware, service and advice. Trade is integral to our DNA and this new campaign talks to our strengths in servicing this market.
“It’s an engaging new campaign that says it as it is. It gives Home a real point of difference in the market and we’re confident it will resonate strongly with our core customers of tradies and home renovators.”
The new campaign, which includes four TV ads, is running across catalgoues, TV, radio, in-store point-of-sale and digital.
Ben Couzens, ECD at Cummins&Partners, said: “Somewhere along the line, hardware has turned soft. It’s hardware, not software. We think a true hardware store should resemble one, not an extension of the hardware aisle in the supermarket. ’Putting The Hard Back In Hardware’ says that if you’re a man who likes to tackle the tough jobs in the right way, with the right gear, come to a place that’s giving hardware its balls back.”
Credits:
Client
- Head of Marketing – Kevin Lillie
- Brand Manager – Home Timber & Hardware – Terri
- Brand Specialist – Home Timber & Hardware – Neena Tulaskar
Agency
- Executive Creative Directors: Ben Couzens & Jim Ingram
- Creative Team: Frank Trobbiani, Chris Ellis, Michael Davey, Aaron Lipson
- Chief Strategy Officer – Adam Ferrier
- Group Account Director – Rod Mooseek
- Account Manager – Dom Counahan
- Agency Producer – Naomi Nienaber
- Production Company: Otto Empire
- Director: Justin Reardon
- Executive Producer/MD – Jo Defina
- Executive Producer – Bill Doig
- Line Producer – Elizabeth Rocka
- Editor: Dave Whittaker
- Risk Sound: Dylan Stephens
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Honestly. That’s a cracker. Nice one.
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Love it. Carport and pergola are my favourites.
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Great work!
Credit to the client for going for this.
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Love it. Simple and to the point. Challenges the big guys without calling them out.
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I like the campaign but it isn’t going to help much in Sydney.
Home Timber and Hardware store locations are dreadful.
My nearest Bunnings warehouse is 2km from my home, Home Timber & Harwdware is 23km away.
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Great strategy. Great execution. Well done.
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Clever. Very clever. Now if only there was a HTH close to where I live I’d be there in a flash.
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nice ads… these are entertaining. but will they put any dent in the bunnings behemoth? probably not.. they create interest in DIY but provide no real reason to shop at HTH rather than a bigger, broader, cheaper competitor.
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Brilliant.
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Funny, love these ads….hope they pay off
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