Home Timber & Hardware (Home) has launched a new brand campaign under the pledge to ‘Put the hard back into hardware’.

The campaign launches with four brand TV commercials and will be used across all brand touchpoints including catalogues, TV, radio, instore POS, and digital.

The creative adds a touch of Aussie humour to differentiate the national hardware brand against a market saturated by more rational advertising.

It sticks with Home’s tagline ‘go where the tradies go’ and puts further reasoning behind why tradies shop at Home.

Kevin Lillie, head of marketing at Home said the new campaign is about owning what we’re good at.

“This campaign identifies Home as the only place that really understands quality hardware, service and advice. Trade is integral to our DNA and this new campaign talks to our strengths in servicing this market.

“It’s an engaging new campaign that says it as it is. It gives Home a real point of difference in the market and we’re confident it will resonate strongly with our core customers of tradies and home renovators.

Home’s new brand creative came about following the appointment of Cummins & Partners as its new advertising agency in December 2014.

Ben Couzens, ECD at Cummins & Partners, said of the new creative, somewhere along the line, hardware has turned soft.

“It’s hardware, not software. We think a true hardware store should resemble one, not an extension of the hardware aisle in the supermarket. ‘Putting the hard back in hardware’ says that if you’re a man who likes to tackle the tough jobs in the right way, with the right gear, come to a place that’s giving hardware its balls back.”