Nick ‘Honey Badger’ Cummins promotes Tradie’s ‘No bounce pouch’ underwear

Tradie has launched another ad with former rugby player and Bachelor Nick ‘Honey Badger’ Cummins.

The ad features Cummins describing the benefits of Tradie’s new ‘No bounce’ underwear, using his trademark slang and colloquialisms. 

“If your front end swings like the back end of a goanna, the tribe can get a little off centre,” Cummins says, adding “If you’re all swing and no ding, keep your coconuts classy”.

Cummins has been an ambassador for Tradie since 2017. Earlier this month, the brand launched a campaign for its women’s Aussie Fit range with ambassadors rugby union star Charlotte Caslick and freestyle skiier Danielle Scott, as well as Cummins.

Tradie founder, Ben Goodfellow, said that the latest ad was the brand’s funniest to date.

“Filming Nick ‘Honey Badger’ Cummins in his natural habitat, outback Australia, allowed us to create our funniest advert to date. I’m sure all Australians are going to love this advert and it will cement Tradie as Australia’s favourite Australian owned underwear brand,” Goodfellow said.

Lampoon Group is responsible for the public relations behind the campaign.

Lampoon Group founder and CEO, and Nick Cummins’ manager, Josh White, said: “Nick really enjoyed getting into outback Australia this year to shoot the new No Bounce campaign with Tradie. This is Tradie’s biggest campaign yet and we are all thrilled with how it has turned out.”

The ad was created by Melbourne agency, The Incubator.

The Incubator creative director, Kyran Docker, said in a statement: “Taking Tradie out of the studio has been a natural evolution of the brand, and we’re thrilled with how it’s come together. To be able to demonstrate not only Nick’s great sense of humour, but to also show off what makes this country fantastic, has been a wonderful experience, and has resulted in great content that we can’t wait to share.”


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 Dickonson
Grade/Flame – Chris Reynolds

PR Agency – Lampoon Group
Lampoon Group CEO – Josh White


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