Otherside taps Robert Irwin to help The Lad Collective take on Australia’s bedding habits

Australia – Independent creative performance agency Otherside has recruited Robert Irwin for an unusual conservation mission: helping blokes upgrade their bedding habits.

Created for Australian bedding brand The Lad Collective, the integrated campaign, titled ‘The Boys Deserve Better’, marks the brand’s expansion into the United States while reinforcing its position in its home market.

At the centre of the campaign is a hero film that sees Irwin step into the role of a wildlife documentarian—except this time, his focus isn’t crocodiles or koalas, but the “average bloke” and his notoriously questionable approach to bed sheets.

Inspired by nature documentaries, the creative positions The Lad Collective’s signature corner strap fitted sheet as the solution to one of modern man’s most overlooked problems.

The campaign spans a long-form hero film across Australia and the US, alongside 30- and 15-second television cutdowns, paid social assets, product demonstrations, social-first executions, and integrated brand materials designed to support consumers throughout the purchase journey.

Rather than leaning into the polished aesthetics often associated with bedding advertising, Otherside chose to inject humour into the category.

“I don’t know what it is about bedding ads, but I feel like the same two people must make every sheet commercial, and they’re so…pretty but boring,” said Michael Beveridge, Creative Director at Otherside.

“Like it’s just a constant barrage of luxury-slop that makes me feel poor. We wanted to do something a bit more joyful, and we reckon Robert Irwin ripping across the globe saving big burly blokes from bodgy bedding was bang on.”

He added that comedy was also a strategic choice.

“And we know funny stuff works – it has higher recall, it works better in performance, and it stands out in a category that can sometimes be a bit too far up its own bedside.”

For Ed Ovenden, Founder of The Lad Collective, Irwin’s appeal made him a natural fit for the brand.

“Robert is so authentic and relatable. We love how genuinely passionate he is and know he is the perfect fit to help us encourage men to upgrade their sleep and bedding habits and do better in the bedroom… when it comes to their sheets,” he said.

Supported by earned media, television, digital, and social activity, the campaign is currently rolling out across Australia and the United States as The Lad Collective seeks to introduce its irreverent approach to bedding to a broader audience.