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Selleys and Howatson+Company launch a bold campaign targeting tradies, showcasing the brand's strength and reliability in tough, high-pressure job situations.

Selleys and Howatson+Company Launch Bold Campaign Targeting Tradies

Selleys, in collaboration with Howatson+Company, has unveiled an exciting new campaign that speaks directly to tradies, highlighting the strength and reliability of Selleys products in the toughest of jobs. With a focus on tackling high-pressure, high-stakes situations, this campaign is set to make a lasting impression on Australia’s tradesmen.

A Bold New Approach for Selleys

In this campaign, Selleys takes its iconic slogan, "If It’s Selleys, It Works," and moves beyond DIY enthusiasts to embrace the world of tradies—skilled professionals who demand the very best for their tough jobs. The new spot features two tradies dangling from a clifftop home, casually chatting as they apply Selleys products in a high-altitude, high-pressure situation.

Livia McKenzie, Head of Portfolio, Brands, and Advertising at Selleys, explains: "Our aim is to supercharge our next stage of growth and get more tradies exploring the depth of the Selleys portfolio. To elevate Selleys' place on the job site, we had to take it out of the DIY world and show it could handle the necessary level of gutsiness trade professionals need."

A Nod to Tradies' Expertise

The campaign is designed to resonate with tradies' dedication to quality and efficiency. According to Dan Smith, Senior Art Director at Howatson+Company, the brand needed to reclaim its iconic status. "To make the slogan the headline—not just the punctuation—we needed to show that Selleys is the go-to brand for tradies who won’t settle for less,” Smith says.

The creative direction avoids the usual clichés and slapstick humour often seen in similar ads. Instead, the tone is professional and measured, mirroring the careful and considered way tradies work. This was a deliberate choice to convey that Selleys products are as reliable and meticulous as the people who use them.

A Personal Touch

Ernie Ciaschetti, Senior Copywriter at Howatson+Company, brings a personal connection to the campaign, having worked as a tradie himself. He shared, “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 fluoro 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, supported by an integrated media mix that includes broadcast, digital, and outdoor advertising, ensuring it reaches tradies across Australia.

A Strong Future for Selleys

The campaign marks a significant step in Selleys' efforts to reconnect with tradies, showcasing its products as essential tools for professional use. With a strategic blend of real-world authenticity and impactful messaging, Selleys is ready to expand its reach and cement its place in the hearts of Australian tradies.

 

 

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