National Tiles launches ‘Annoyingly Good’ TV campaign

National Tiles has launched a new television advertising platform titled ‘Annoyingly Good’, developed by the agency Sunday Gravy. The campaign leans into the distinctive and often polarizing voice of founder Frank Walker, which has been a staple of Australian radio advertising for over forty years.

Research indicated that while consumers frequently described the iconic radio ads as ‘annoying’, the recognition served as a significant brand strength. The new 60-second television commercials utilize this insight by featuring Walker literally smashing through sets of cliché advertisements—such as beer or superannuation spots—to hijack the commercial and promote National Tiles.

Ant White, Co-founder and Chief Creative Officer at Sunday Gravy, noted that instead of attempting to change the brand's most memorable characteristic, the campaign embraces it to remind viewers of the company's products and pricing.