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Coates Hire: Not Working

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A breaking campaign for Coates Hire positions the equipment hire company as tradies’ secret weapon when faced with challenges that call for different tools.

Starring fictional tradie Todd and his eager apprentice Benno, the campaign is the first from The Royals since winning the Coates Hire account at the end of 2019.

Titled “When you needa…”, it includes TV, digital video, social, out-of-home, radio and sponsorship of the AFL and Supercars Championships, both of which kick off in March.

Focusing on the moment when tradies realise they’re going to ‘need a’ tool they haven’t got to make the job happen, the campaign shows Todd and Benno in a variety of scenarios where the task at hand escalates. From burst pipes and crumbling walls to jackhammers not up to the job, Todd and Benno remain unfazed because they know that whether they “needa” jackhammer or “needa” scissor lift, Coates Hire can make it happen.

The aim of the campaign is to position Coates Hire as the secret weapon of tradies – whenever they “needa” tool.
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Sound: Squeak E Clean Studios

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