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To reinforce Coates' position as the 'experts in equipment hire' these radio ads play out scenarios were people have the wrong equipment. Like candles instead of real lights.

Client: Coates Hire
Agency: Ideaworks, Sydney
Production Company: Stellar
Creative Director: Paul Knights
Assoc Creative Director: James Gali Barrow
Copywriters: Paul Knights; Tom Russell, James Gali Barrow (also AD)
Agency Producer: Norma Johns

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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