Nick ‘Honey Badger’ Cummins returns to TV, fronting Tradie Underwear’s ‘Aussie fit’ campaign

Former rugby star, Bachelor and tabloid fodder Nick ‘Honey Badger’ Cummins is back on TV screens, this time in his capacity as ambassador for Australian underwear brand Tradie Underwear.

The ad went to air on Wednesday evening’s premiere of this season of The Bachelor, which reached 828,000 metro viewers, according to OzTAM’s preliminary overnight metro ratings.

The TVC’s were filmed in Broken Hill, Palm Beach and Kangaroo Valley, and also feature union star Charlotte Caslick and freestyle skiier Danielle Scott.

The ads call for Aussies to ditch other types of underwear – including Brazilian briefs, French knickers and American panties – for the “Aussiest undies ever”.

“Let’s celebrate what makes this a cracking country,” Cummins says in the 30-second TVC.

Tradie Underwear CEO, Ben Goodfellow, said: “We’re really excited for the launch of our new Tradie Ladies ‘Aussie Fit’ underwear range. This is the first time we’ve taken Tradie outside of the studio to showcase some of Australia’s stunning landscapes alongside our incredible ambassadors. We couldn’t be happier with the new direction as we continue to build our iconic Australian brand.”

Cummins, Caslick and Scott’s manager and CEO of the Lampoon Group, Josh White, said: “Tradie has been a wonderful partner of Nick, Charlotte and Danielle for a number of years now. To witness the cult following Tradie has, and how much the brand has evolved since Nick’s first campaign in 2014, has been really amazing. This is Tradie’s biggest campaign yet and we are all thrilled with how it has turned out.”

The TVC will be supported by social and bus advertising.

Tradie was on board as a sponsor of last year’s season of The Bachelor featuring Cummins.


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 & Jordan Maddox
Editor – Luke Dickonson
Grade/Flame – Chris Reynolds

PR Agency – Lampoon Group
Lampoon Group CEO – Josh White


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