Tradie Underwear launches 'Aussiest undies ever'

7 June 2020

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The campaign stars three Aussie sporting legends: Nick 'Honey Badger' Cummins, Charlotte Caslick and Danielle Scott.

Tradie Underwear has launched its new Aussie Fit campaign through a series of TVCs embodying the traditional tradie tongue-in-cheek humour and laidback slang.

The new advertisements feature rugby star and Aussie larrikin, Nick ‘Honey Badger’ Cummins, Women’s Sevens rugby phenomenon, Charlotte Caslick and dual Winter Olympian and freestyle aerial skier, Danielle Scott.

Filmed in Broken Hill, Palm Beach and Kangaroo Valley, the campaign aims to position Tradie Underwear as “the Aussiest undies ever”.

The Aussie Fit style of women’s underwear will identify as a staple in the Tradie product story, made with an ultra-comfortable design and showcasing a little bit of cheek.

The commercials encourage viewers to “Tradie up” from their Brazillian briefs, French knickers and American panties.

“We’re really excited for the launch of our new Tradie Ladies ‘Aussie Fit’ underwear range," Tradie Underwear CEO Ben Goodfellow says.

"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.”

The campaign inclusion of Cummins, Caslick and Scott is part of an on-going multi-year talent deal procured by their manager and CEO of Lampoon Group, Josh White.

“Tradie has been a wonderful partner of Nick, Charlotte and Danielle for a number of years now," White says.

"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 we are all thrilled with how it has turned out."

The TVCs will run over the next ten weeks and will be supported with social and bus-back advertising across Australia.

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