Holeproof Explorer Socks: Explorer

This Sunday night, Clemenger BBDO Melbourne will launch a new campaign for iconic Australian brand Holeproof Explorer.

Writer Richard Williams and Art Director Ant Phillips created an idea based on the premise that when you wear Holeproof Explorer socks you just never know where you may end up. The resulting campaign follows the journey of an Aussie bloke, wearing only a loincloth and a pair of Explorer Socks, hanging out with a tribe of Kalahari Bushmen.

When he takes off his Explorer Socks at the end of the day, he suddenly 'awakens' and finds himself in deepest Africa.

Originally, the ad was going to be shot in Victoria but after getting permission from the client to film a more authentic campaign, the team found themselves living the tagline: 'Holeproof Explorer. Get ready to go anywhere' and boarding a plane to Johannesburg. Shot just outside the South African city, the ad features genuine tribesmen flown in from the Kalahari, who speak in their native tongue in the commercial.