TAFE uses Here Come the Habibs to push Western Sydney campus in six-part web series

Educating RobSydney’s Western TAFE Institutes have tapped into the appeal of Nine’s Here Come the Habibs, enlisting comedian Rob Shehadie to create the six-part series ‘Educating Rob’.

Under the guise of Rob being sent out to find a job by his mum, Shehadie uses the series to explore the facets of the higher education institution from careers expos through to enrolment and course completion, all with the slightly bewildered and always scamming outlook of his Habibs’ character.

TAFE Western Sydney Strategic marketing and communications director, Craig McCallum, said the partnership with Rob Shehadie was a natural fit, given his support of and personal connection to western Sydney.

“Rob grew up in Parramatta, and he’s a proud western Sydney-sider who has achieved significant success and actively promotes the west, whether he’s on the set of his latest TV series or on the stage doing his comedy routine, he’s all about opening up and promoting opportunities for his western Sydney community,” McCallum said.

Shehadie said he was proud to be taking part in the campaign.

“I’m really excited to be working with TAFE Western Sydney to deliver a fun web series to inspire the young people of the west to build their skills and qualifications with the VET provider that has been a steadfast supporter of the west for many years,” Shehadie said.

“The ‘Educating Rob’ series shows how my character is introduced to TAFE Western Sydney, how I select my courses, my life as a student – at college and through online study ‘blended learning’ and work experience – and the proud moment of my graduation. ”


Client: TAFE Western Sydney

Director, Strategic Marketing & Communications: Craig McCallum
Agency: VCCP
Creative Director: Dean Hunt
Copywriter: Georgie Waters
Art Director: Felix Ettelson
TV Producer: Kirsten Caly

Agency Producer: Domonique Turner
Group Account Director: Elizabeth Barnett / Jill Chestnut
Studio: Sean Davitt
Production Company: Invisible Artists
Director: Danny Stern
Producers: Emma Brunton, Vicky Ryan
Color Grade: White Chocolate
Executive Producer: Damien Whitney
Post Production: Invisible Artists
PR & Talent: Sefiani
Media: Benedictus Media

Simon Canning


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.