King Gee launches hunt for the King Gee gene
Workwear brand King Gee has launched a new campaign hunting for tradies with the King Gee gene.
As well as the Fenton Stephens created TV ad, the brand is also running an online promotion which sees users upload images of themselves to the King Gee website to see what they look like as a King Gee baby.
They are then emailed with a King Gee birth certificate, the comedy baby image and a 30% discount.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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im sorry but this campaign will damage the King Gee brand and it’s credibility.
This tries way to hard and has been poorly executed.
Strategically this agency doesn’t get this brand.
What a great shame
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Fun.
This brand has such permission to do fun stuff, so it’s nice to see them embarking down that road.
(I always thought King Gee missed a trick by not launching in the US at the height of gangsta… but whatever.)
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wow that is all time bad. one of the worst campaigns i have seen in ages.
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who are the agency?
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Potentially good idea very badly executed.
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Hmmm, trying very hard to be funny and original but failing badly. The word that immediately comes to mind is ‘lame’.
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Not even sure if the idea was any good. The execution is crap.
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Man.. what was in the insight? Lucky they showed it 4000 times during Bathurst..
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Bit creeped out by the baby thing
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what were they thinking??!!
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Not a lot!
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Concept good; execution poor.
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