Sock brand Holeproof Explorer is launching a marketing campaign based on the premise that when you wear them you never know where you may end up.

Created by Clemenger BBDO Melbourne, the campaign airs from this Sunday (22 August). It was devised by writer Richard Williams and art director Ant Phillips.

The resulting campaign follows the journey of an Australian male, 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.

A spokesperson for Clemenger BBDO said 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.

Holeproof's media agency is Mediacom. Holeproof had a main media spend of $1.2 million in the 12 months to May, up from $800,000 in the previous corresponding period, according to Nielsen.

Story by Helen Schuller, AdNews.