Every hobbyist maker knows the pain – ”if only I had that one tool in the kit!”. The main challenge though (especially for our client’s audience) is getting it past the Minister of Finance in the household.
The creative brief was to highlight the capabilities of the welding kit with a funny, blue collar angle. The approach in the final content used Australian larrakinism and the stereotypical household dynamics of our audience to mask the features and benefits of the marketing effort.
The main character ’Shane’ attempts to show the value for money they have received by buying the new Weldclass kit for the ”families” benefit. The tone of ”You’ll Use it Heaps” is that of a family man with a heart of gold – willing to impress his neighbours, kids and wife for the opportunity to keep his precious welder.
