US Creative Work of the Week: Echo shows just how powerful its tools are in campaign created by Cramer-Krasselt

Echo, maker of lawn equipment like chainsaws and hedge trimmers, is forgoing the bathroom humor it used in campaigns past in favor of a more serious message. In its latest ads, the company is showing just how powerful some its tools are by comparing them to the likes of natural disasters and aircraft.

Created by Cramer-Krasselt, the #PowerOnAndOn campaign aims to position Echo as a serious player in the outdoor power equipment category. To show that its tools pack more power than one might think, the brand has opted to compare them to some of the most powerful forces on earth.

For example, in one spot, a voiceover rhetorically asks what could be more powerful than a category five hurricane. The answer is, of course, an Echo backpack blower, which the company says reaches speeds of up to 234 miles per hour — no where near the hurricane’s speed of 157.

Another ad compares the speed of an Echo chainsaw to that of a “supercharged muscle car,” while a third shows how the brand’s trimmers stack up to a combat chopper.

The campaign has been voted by readers as US Creative Work of the Week.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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