Selleys makes it work in new tradie-centered campaign via Howatson+Company

Selleys and Howatson+Company have launched a new campaign aimed at tradies and demonstrating the product’s ability to handle tough jobs.

The campaign leverages the iconic line “If It’s Selleys It Works" and takes the brand beyond the DIY world and into the realm of tradies - ingenious professionals and masters of their craft who don’t settle for just any product on the job.

The spot, shot by Michael Hili (FINCH), features two tradies dangling in a high-pressure, high-altitude scenario, casually bantering as they apply Selleys to the job.

https://vimeo.com/1038055978

"Our aim is to super-charge our next stage of growth and get more tradies exploring the depth of the Selleys portfolio," Livia McKenzie, head of portfolio, Brands & Advertising, said. To elevate Selleys’ place on the job site, we had to take it out of the world of DIY jobs at home and show it could handle the necessary level of gutsiness trade professionals need."

True to tradies’ motive of avoiding the dreaded call-back of fixing a job, the assets set out to reintroduce the iconic brand to them in the most epic way possible: showing it being used in high-stakes situations where it simply has to work. The audience won’t find tradie tropes or slapstick humour. Every element of the campaign purposely feels professional, careful and considered – just like how tradies would use Selleys.

Dan Smith, senior art director at Howatson+Company: “If it’s Selleys it works  has been around for decades, but it’s been a bit of a dormant asset. To reclaim the brand’s iconic status, we needed to make it the headline - not the punctuation. This campaign is a testament to the strength of Selleys as a brand, and we look forward to building on this momentum and continuing our work with the Selleys team to win over tradies’ trust across Australia.”

Senior copywriter at Howatson+Company Ernie Ciaschetti said: "As an ex-tradie, it was an absolute honour to tackle this challenge for such an iconic Aussie brand. I hope my old mates in fluro see a bit of themselves in the work and start reaching for Selleys as a result—otherwise, I might be back on-site with them."

The campaign officially launched in November and is supported by an integrated mix of broadcast, digital, and outdoor media.

This comes after the independent agency officially retained its Carbon Neutral status in continued partnership with carbon advisory Pathzero.

Credits General Manager: Jemma Carison Global Marketing Director: Endi Asmira Head of Portfolio, Brands & Advertising: Livia McKenzie Group Marketing Capability Manager: Erin Porter

Agency: Howatson+Company CEO: Chris Howatson Group Managing Director: Renee Hyde Chief Creative Officer: Gavin Chimes Chief Strategy Officer: Dom Hickey Creative Directors: Simon Friedlander, Scott Zuliani Head of Craft: Ellena Mills Senior Art Director: Dan Smith Senior Copywriter: Ernie Ciaschetti Design Director: Trent Michael Client Partner: Sophie Sykes Senior Business Director: Lisa Zimpel Senior Business Manager: Eddie Moult Planning Director: Georgia Pritchard Studio Lead: Simon Merrifield Senior Producer: Caitlin Perz

Media Company: IPG Mediabrands Group Business Director: Charlotte Wills Head of Strategy: Ali Coysh Communications Design Manager: Ben Breden Group Investment Director: Tahnee Fleming Client & Investment Director: Eliza O’Connor

Production Company: FINCH Director: Michael Hili Producer: Amy Dymond Executive Producer: Loren Bradley DOP: Gregoire Liere Production Designer: Ella Butler Casting: Byrne Casting Editor: Andrew Holmes Post Production: Heckler Colourist: Matt Fezz

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