Koala worked with Selco Builders Warehouse to produce a standout series of live action TV commercials for the nationwide campaign Selco Where the Trade Go. Aimed directly at trade professionals across the UK, the campaign featured six unique ads running in rotation on television and digital channels. Each spot focused on a different trade including a plumber, electrician, painter, chippie, brickie and landscaper. The objective was clear create bold, relatable content that connected with the building trade using humour, personality and a fresh approach to product marketing.

At the heart of the campaign was a fourth wall breaking presenter who acted as a cheeky guide through the working lives of each tradesperson. Comedy was brought to life not only through the sharp script but also through strong visual acting and physical humour that played into the everyday chaos of life on site. Adding an extra layer of connection and continuity, we introduced a recurring apprentice character who featured across all six ads. His wide eyed reactions, mishaps and occasional triumphs gave the audience a character to root for while reinforcing the team dynamic of the trades.

All six commercials were shot live action on location in authentic trade environments. Our team used a cinematic approach with expressive performances, practical set ups and sharp edits to keep the pace fast and engaging. The scripts were carefully crafted to balance comedy with product relevance, making each piece both entertaining and informative. This campaign represented a shift in how builders merchant advertising can connect with skilled tradespeople using high quality production and storytelling.

The campaign was rolled out across national television, digital platforms, YouTube pre rolls and Selco’s owned channels. By running each trade focused commercial in rotation, the campaign maintained freshness and variety while strengthening overall brand recognition. The fun tone, visual gags, and the familiar face of the apprentice encouraged social sharing and word of mouth within the trade community, helping Selco boost engagement and solidify its position as the number one builders merchant for UK professionals.

The Selco Where the Trade Go campaign is a prime example of Koala’s expertise in producing comedic live action video content for the construction and trade sector. From concept through to final edit, our team delivered TV commercial production that speaks the language of its audience. If your brand is looking to reach tradespeople with high impact video that combines humour with hard working product messaging, Koala is ready to get on site and get rolling.