Minneapolis mainstays Colle McVoy, Caviar and Drive Thru collaborated on new spots for CRAFTSMAN®, the iconic American brand of quality tools, storage and outdoor equipment, that help re-energize the 95+ year-old brand by connecting it’s beloved sense of nostalgia to the forward-thinking, dynamic and bold brand of today.
Part of a national campaign called Do It With CRAFTSMAN, two 30-second broadcast TV spots use energetic creative and bold messaging to add swagger to the brand. Called Power Tool Ballad and Give it a Kick, they show how with a CRAFTSMAN tool in hand, DIYers know they can get the job done — almost as if they have their own house band hyping their every move. The spots feature catchy rock riffs with lyrics that celebrate all types of projects, from trimming the lawn, fixing a leaky john and building a new kitchen add-on.
Turn up the volume to eleven for this “Power Tool Ballad”…
And now let’s “Give It a Kick” with the second spot in this campaign…
Running this spring and summer on linear and connected TV, as well as across digital platforms, the campaign tested very well among younger audiences, in addition to core users. The campaign is also being supported by paid and organic social media and digital ad buys.
Agency: Colle McVoy
Jonathan Krisel, Director
Damian Acevedo, DP
Tova Dann, EP
Michelle Powers, Producer
Post Production: Drive Thru
Mick Uzendoski, Editor
Derek Johnson, Online, Flame, VFX
Beth Wilson, EP
Jack Angell, Producer
Music: HiFi Project
Chris Heidman, EP, Creative Director
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