An Aussie brand called The Lad Collective asks for the Aussi-est ad campaign ever. Indie agency, Otherside, delivered. It stars Robert Irwin; uses Aussie (unsubtle) humour; features tradies in one commercial and begins the other with the information that the average bloke only changes their sheets four times a year. Rather than following the category’s traditional retail conventions, Otherside reframed the conversation through humour and entertainment.

The Boys Deserve Better, launches The Lad Collective into the US market while reinforcing the brand’s position in Australia through a long-form content-led approach to drive both awareness and sales.

The full campaign includes a long-form hero film for Australia and the US, 30- and 15-second TVC cutdowns, paid social performance assets, product demonstration content, social-first executions and integrated brand assets. Designed to stretch, the campaign ensures assets can be used across every stage of the customer journey.

“I don’t know what it is about bedding ads, but I feel like the same two people must make every sheet commercial, and they’re so… pretty but boring,” stated Michael Beveridge, creative director at Otherside. “Like it’s just a constant barrage of luxury-slop that makes me feel poor. We wanted to do something a bit more joyful, and we reckon Robert Irwin ripping across the globe saving big burly blokes from bodgy bedding was bang on. And we know funny stuff works – it has higher recall, it works better in performance, and it stands out in a category that can sometimes be a bit too far up its own bedside.”

Ed Ovenden, founder of The Lad Collective, added, “Robert is so authentic and relatable. We love how genuinely passionate he is and know he is the perfect fit to help us encourage men to upgrade their sleep and bedding habits and do better in the bedroom… when it comes to their sheets.”

Credits:
Client: The Lad Collective
Agency & Production: OtherSide
Creative Director: Michael Beveridge
Executive Producer: Ashritha Govind
Director: Michael Beveridge
Director of Photography: Oliver McGeary
Gaffer: Benjamin Russell
Production Designer: Matthew Porter
Hair & Makeup: Farnoosh Zehtab
Post Production: Flagpost
Motion Design: Titania Rosari
Media Agency: Optimise Media
PR Agency: Sunday Agency