MJ Bale tortured this model for five days to prove a point about its suits

In a brilliant product-demo in the spirit of 'It takes a licking but keeps on ticking', MJ Bale, the maker of men's suits, dressed model Tom Bull in a merino-wool suit in Sydney, then sent him on a gruelling journey to a photo shoot in London by way of...well, watch the video.

The campaign, which unfolded in real time on the brand's Facebook and Instagram channels, was based on research the brand did showing that Australians travel further on business than people from any other nation.

Whether that's true or not, Ad Nut thinks this campaign is a fine addition—and a refreshing change—from the brand's past campaigns with the same agency partners, where it tried to imbue the wool itself with something special:

• MJ Bale tailors suits infused with Aussie cricketing greatness
• MJ Bale to clothe Aussie footballers in well-wishers' tweets 

Bull, for his part, seems like a very good sport:

I’m used to being put through my paces, travelling the world to attend shoots. Extreme as it was, the challenge wasn’t one I was going to turn down. Despite the hellish journey it took to get there, the suit still looks top-notch, diverting attention away from the bags under my eyes and from me falling asleep on the shoot!