Scott Cam drives through Mitre 10’s history in latest campaign

The latest campaign from independent hardware retailer Mitre 10 promotes the brand’s heritage and its support for tradies building Australia’s houses.

Created by Edge, the campaign features brand ambassador and host of Channel 9’s The Block, Scott Cam,  driving through time in a series of classic utes past period homes of the 1950s, 60s and 80s.

“While Mitre 10 was established in 1959, some of its member stores had been family- run businesses for over a hundred years, building relationships with their local builders, generation after generation. And this provides the perfect platform for the campaign,” said Edge Group MD, David Stretch.

Mitre 10’s GM of marketing, Karen Fahey said the campaign is a celebration of the brand’s heritage but also showcases the group’s state-of-the-art ‘sapphire-standard stores’ that are set up to service the trade.

“From years of experience, Mitre 10 knows what tradies want and this has informed our store development programme: drive-thru trade areas, dedicated trade desks, timber under cover, state-of the art colour centres. And of course, what works for the trade also works for the weekend warrior DIYers. Service, expertise and a trade quality range are all elements of shopping with Mitre 10, and they are all celebrated in this campaign,” she said.

The campaign includes a 45-second and 30-second brand TVC, supported by 15- second retail ads, airing throughout the 2018 season of The Block, capitalising on the brand’s sponsorship of the program.

“While last year’s TVC celebrated DIY renovators, inspired and spurred into action by the show, this year’s commercial champions the unsung heroes who really do all the hard graft on The Block, and thousands of renos and new builds around the country – the tradies,” said Edge ECD Matt Batten. “It’s a fun little drive through time with Scotty in some classic Aussie cars passing some classic Aussie homes.”


  • Client: Mitre 10
    • GM, Marketing – Karen Fahey
    • Brand Manager – Kym Sutherland
    • Marketing Manager, Trade & Local – Brett Meehan
  • Agency: Edge
    • Managing Director – David Stretch
    • Executive Creative Director – Matt Batten
    • Copywriter – Dave King
    • Copywriter – Chris Langdon
    • Art Director – Dale McGuinness
    • Art Director – Tim Batterham
    • Group Account Director – Nick Barnett
    • Senior Producer – Josh Clark
  • Production Company:
    • Film Graphics Director – Ariel Martin
    • Producer – Anna Fawcett
  • Post:
    • Fanatic Sound: Sound Reservoir
    • Music: Rob Newnham

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