Once upon a time, Australia didn’t have high self-esteem. Sheep products were one of its main industries and Click Go the Shears was a traditional Aussie song.

Squarespace has brought back the brainworm song (possibly with Aussies kicking and screaming) for its Australian and New Zealand campaign, with a ’70s feel to go with the jingle that underlines its heritage. The campaign commercial shows how its website services help professional tradespeople build a strong online presence and grow their business. (Tradies make up the largest sector of small business in AUNZ.)

 The commercial, produced by Squarespace’s in-house creative team and the campaign is running across VOD, OOH and social platforms.

“Tradies are the backbone of Australia’s economy,” stated Alex Neilson, the brand’s senior marketing manager. “But learning a trade is very different from learning to run a business. Typically, training focuses on the practical side of the job, with less emphasis on areas such as building a website and marketing. Squarespace aims to make that side of the business as simple as possible.”