The Royals: Coates embeds itself in tradie life

Just the right touch of humour and bucketloads of relatability, The Royals’ campaign for Coates has done the remarkable. Given what could have been a really dry campaign for tradies into an appealing collection of TVCs and radio spots, starring fictional tradie, Todd, and his right-hand-apprentice, Benno.

The campaign, When you needa…, position Coates Hire as the secret weapon of tradies – whenever they “needa” tool. It is the first major work The Royals has done for Coates since winning the account at the end of 2019 abnd includes TV, digital video, social, out-of-home, radio and sponsorship of the AFL and Supercars Championships, both of which kick off in March.

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Kylie Jones, group manager, marketing & communications at Coates Hire, commented, “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.”

The Royals deputy executive creative director, Sebastian Vizor, added, “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.