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Nick Cummins shows off his isolation hobby in new spot for Tradie

Nick ‘Honey Badger’ Cummins is back fronting a campaign for Tradie Workwear, showing Australians what he’s been up to in isolation.

While some have taken to baking sourdough and completing jigsaw puzzles, Cummins is building a ‘humongous fence’, placing 23,495 fence posts with varying degrees of success.

The campaign was shot in Broken Hill, NSW, and created by Melbourne agency The Incubator.

Tradie founder, Ben Goodfellow, said: “Continuing on from our last ‘no bounce’ outback spot, Nick is now demonstrating how tough our Tradie Workwear really is when working out in the elements. I’m sure all Australians are going to love this advert and it will cement Tradie as Australia’s favourite true blue, tough as nails workwear brand.”

Kyran Docker, creative director at The Incubator, added: “It’s been great to be part of the ongoing evolution of this brand, and seeing the effort it takes to dig a hole.”

The new spot launched over the long weekend.

Credits

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

Sound design – Dead on Sound

PR Agency – Lampoon Group
Lampoon Group CEO – Josh White

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