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.”



  • Head of Marketing – Kevin Lillie
  • Brand Manager – Home Timber & Hardware – Terri
  • Brand Specialist – Home Timber & Hardware – Neena Tulaskar


  • 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

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