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Lumber is the ideal material for constructing a broad range of objects, but these wooden Axxis ads set out to remind consumers and manufacturers that some things are better built with something a little stronger.

Advertising a brand of sturdy steel for framing, this Traffic New Zealand campaign promotes a durability necessary for heavy-duty vehicles like tractors, tanks and vans, that cannot be achieved with even the most intricate timber contraptions. Wearing, cracking, rotting and popping can all occur to such soft natural parts, made worse when such structures are meant to have moving components. In the text beneath the images, the wooden Axxis ads extend their focus beyond the scope of automobile assembly, aiming to hit home the suggestion to build houses out of such robust constituents.