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Builders Academy superhero Bob keeps tools in check in second TV campaign from Sense

Builders Academy Australia has scaled back the antics of its superhero Bob the Builder in its latest TV ad as the organisation continues its drive to attract more people to the trade.

The previous commercial for the Simonds Homes-owned academy, which saw Bob treat his tools like weapons by firing nail guns and throwing knives fell foul of the advertising watchdog after upholding complaints that it “depicts and glamourises unsafe workplace behaviour”.

The latest execution, again created by Melbourne agency Sense, sees Bob continue to treat his tools like weapons but without using them.

Simonds Homes had defended the ad, arguing it was not depicting a normal worlplace with the Bob clearly a fantasy superhero.

Despite complaints to the Ad Standards Board, Builders Academy chief executive Gerard Healy said the response to the ad was “tremendous”.

“Enrolments are up and the number of courses we offer is continually growing,” he said. “We’re now one of Australia’s fastest growing Registered Training Organisations specialising in building and construction. It’s time to consolidate our position, and I’m confident our new commercial will have just as much impact as the previous one – if not more.”

Sense director David Whiteside praised Simonds Homes for not being afraid to “step outside the box”.

“It has been a privilege to create strategic, attention-grabbing work for Builders Academy and help grow their brand,” he said.

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