Nick Cummins dances like no one is watching in latest spot for Tradie

Nick ‘Honey Badger’ Cummins has returned in Tradie’s latest marketing campaign, to promote its new range of socks.

Cummins, a former Wallaby and lead on Ten’s The Bachelor, is featured dancing like no one is watching in the outback, in his Tradie underwear and socks.

Cummins has been the face of Tradie’s apparel for a number of years, starring in ads for its workwear, underwear and range of baby clothes. Last year, the brand brought comedic duo The Inspired Unemployed, or Matt Ford and Jack Steel, on board to spruik its new range of toiletries, including body wash and body spray.

The latest ad, from Melbourne agency The Incubator, was filmed in Broken Hill where Cummins is in his element.

“Our latest spot in the Broken Hill series is an absolute winner,” says Tradie founder Ben Goodfellow.

“What better way to show the strength and comfort of our bamboo socks than by dancing around in the tough environment of the Aussie outback?”

The Incubator creative director Kyran Docker added: “We’re just trying to have fun with this brand, it’s great working with Nick, he really gets into character. Who knew he could line dance?”

The 30 second ad is airing on TV and social media.


Client – Tradie Underwear
Tradie Founder – Ben Goodfellow
Tradie Brand Manager – Simone Hyde

Creative Agency – The Incubator
Account Director – Jeremy Walsh
Creative Director – Kyran Docker
Writer – Skye Davidson

Production Company – Plot Media
Producer – Virginia Kay
Director – Nicholas Clifford
DP – Joel Betts
Editor – Luke Dickinson
Grade/Flame – Chris Reynolds

PR Agency – Lampoon Group
Lampoon Group CEO – Josh White


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