Holeproof solution for nation in waiting: onwards and upwards, with trust
The old ticker is a complex thing to us ordinary folk, but as the sturdy nonagenarian sat in front of the heart specialist who was explaining in detail what was going on in the vital organ and what he was going to do about it, Charlie's dad suddenly realised that he felt a lot better when he didn't try to keep up with the flow of technical language and just answered his own simple question: Do I trust him? "Yes" was the immediate answer, and now he is keen to get on with it.
Not a bad lesson for most things in life. We humans have a way of overcomplicating things by overthinking them. The advertising industry is built on this realisation.
I remember sitting through a two-hour presentation by Holeproof's chief engineer as he described the technical specifications of the socks that he'd invented on his computer to defy the laws of physics. Instead of a single band of elastic around the top of the sock that cut off the circulation and fell down anyway, he elasticised the whole lower leg section of the sock: snugger on the leg, better for the heart beat and a great thing for Holeproof's balance sheet if it worked. But it was a very long and boring presentation.
"'Ah," our researcher Louise says. "That's where 'put a sock in it' came from!"
I had attended the presentation with Lionel Hunt, possibly the greatest advertising copywriter of the past 30 years. On the way back to the office I said to Lionel "I think we should do TV instead of magazines". He said, "Yes - can you make it 60 instead of 30 seconds?" So much for media planning, but between us we got it right. A week later Lionel presented the commercial which had a puzzling Isaac Newton tossing an apple in a waiting room and then jumping up and down without his socks moving south. The line was "socks that fall upwards". Said it all - but simply and with great effect, and it was a tearaway success.
It was the same in 1972 when the pulse of the nation was expressed by the Labor Party's "It's Time" campaign. And three years later the Liberals under Malcolm Fraser came back into power, saying "after three years of Labor darkness, turn on the lights". The only problem, according to some, was that when Fraser got to the Lodge he couldn't find the switch.
A killer line can bring big rewards. Remember John Howard saying of Kim Beazley "he hasn't got the ticker"? Not like Charlie's dad, who heads for the operation this coming Wednesday and will emerge triumphant. Boy, has he got a ticker.
Bill Clinton took the pulse of the nation and swept to power in the US 1992 with his motto "It's the economy, stupid". And that was the end of the first George Bush.
And in the world of sport, Nike found the heartbeat of everyone who pulls on a pair of track shoes, professional athletes and backyard cricketers alike with "just do it".
And so now we look to Canberra for new leadership in a new government, back with great exuberance. After the endless chatter of the wearying campaign, we don't need all the technical details, but we do need clear communication about a well-paced introduction of promised action that inspires trust. Just like the 92-year-old that trusts his heart surgeon.
But the words must match the deeds. Just talking about being methodical isn't the same as being methodical. Saying that a government is governing for all Australians no matter who you voted for is not the same as releasing some bipartisan strength across the country.
This is a moment that is full of potential but it can be achieved only if there is a high level of trust (there is that word again), going both ways - people trusting government and government trusting people. Do that and we will have a country that falls up, not down.
Frequently Asked Questions about this Article…
The article highlights a simple question Charlie’s dad asked himself: “Do I trust him?” — meaning trust in the person doing the job mattered more than technical detail. For investors, that’s a reminder to weigh management credibility and clear communication alongside numbers when making decisions.
Holeproof’s story in the article shows a tech‑heavy product pitch turned into a memorable TV ad — Lionel Hunt’s creative line “socks that fall upwards” distilled the idea simply and was a big hit. For investors, strong, simple branding can drive consumer recognition and support a company’s commercial success.
The article describes Holeproof’s chief engineer delivering a long, technical presentation about an elasticised sock. Creative teams translated the concept into a short TV commercial featuring a puzzled Isaac Newton and the tagline “socks that fall upwards,” proving simplicity can beat complexity in communication.
The article warns that talking about being methodical isn’t the same as actually being methodical. For investors, this means paying attention to whether a company’s actions back up its promises — consistent execution builds trust and is often more important than flashy statements.
It cites political campaigns like Australia’s “It’s Time,” Malcolm Fraser’s “turn on the lights,” Bill Clinton’s “It’s the economy, stupid,” and Nike’s “Just Do It” as examples of short, powerful lines that captured public sentiment. The takeaway for investors is that clear messages can shape perception and momentum.
The piece suggests a country’s potential is unlocked when there’s mutual trust — people trusting government and government trusting people. Investors should watch signals of trust and credibility in leadership and institutions, since these affect policy stability and economic confidence.
Lionel Hunt, described as a top copywriter, helped turn the technical sock concept into a memorable 60‑second TV commercial. The article shows how creative decisions — choice of medium, length and a clear tagline — can amplify a product’s appeal.
Apply two simple checks: (1) Do the company’s words match its actions? Consistent execution earns trust. (2) Is the company communicating clearly to customers and shareholders? Simple, effective messaging (like the Holeproof or Nike examples) can indicate strong marketing and brand discipline — both useful signals for investors.
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