Tradie and apprentice face on-the-job challenges in Coates Hire’s new campaign via The Royals
A breaking campaign for Coates Hire positions the equipment hire company as tradies’ secret weapon when faced with challenges that call for different tools. Starring fictional tradie Todd and his eager apprentice Benno, the campaign is the first from The Royals since winning the Coates Hire account at the end of 2019.
Titled “When you needa…”, it includes TV, digital video, social, out-of-home, radio and sponsorship of the AFL and Supercars Championships, both of which kick off in March.
Focusing on the moment when tradies realise they’re going to ‘need a’ tool they haven’t got to make the job happen, the campaign shows Todd and Benno in a variety of scenarios where the task at hand escalates. From burst pipes and crumbling walls to jackhammers not up to the job, Todd and Benno remain unfazed because they know that whether they “needa” jackhammer or “needa” scissor lift, Coates Hire can make it happen.
The aim of the campaign is to position Coates Hire as the secret weapon of tradies – whenever they “needa” tool.
Says Kylie Jones, group manager, marketing and communications at Coates Hire: “Our audience of tradies and small business owners is savvy, resourceful and no nonsense. We think this campaign perfectly – and humorously – captures how quickly things can change on a work site and how Coates Hire can help. We’re excited to be working closely with The Royals to generate new interest in our brand as we continue to grow. This is just the beginning.”
Says Sebastian Vizor, deputy ECD, The Royals: “It was a joy creating this work with Coates Hire; like good old-fashioned skits, the beauty is in the simplicity in both message and execution. Reckon Todd and Benno have a long future ahead of them.”
The Royals will continue to work with Coates Hire on varying projects from brand strategy through to execution.
Listen to the radio spots:
Client: Coates Hire
Creative Agency: The Royals
Production Company: Rabbit
Director: Owen Trevor
Post Production: Blockhead
Sound: Squeak E Clean Studios
14 Comments
Nice platform, can see it doing things. Well done Royals
This is nice work.
In my opinion, this is good
I know folks at The Royals so am possibly biased… but am also a fan of audio mnemonics, and that sting at the end of the radio spots — love it. Hope they stick with it.
Think tradies will appreciate these. Good old fashioned ads that aren’t too try hard.
Something both adland and gen pop like
They’ll write stories about this
Coulda been better. Like a lot better.
How did this even get on mat?
Says someone who has never used a nail gun in their life.
These are good.
amazing, Presto, the brief just turned into an ad.
Deffo like this.
really nice. Clever platform, witty execution. Not groundbreaking, but still good. And it will work. I hope other clients look at this and think that maybe they should let their agencies make ads again.
HEY! so, let’s patronise the working person in true bougee-oz melbourne anti-fashion-fashionista loungy-safari-suit wearing-fake-nerdy suburban suss-original-but totally-cliched-way possible. royals. lol. comfy hipster beards, comfy middle class fuckers. advertising at it’s absolutely smug petty-bougee, shitty worst
@Pete – Think you should see someone for that pent up anger as you’re clearly repressing something, and while you’re at it, maybe seek some lessons in structuring a sentence together.