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BWP GROUP Commercial Advertising

Stihl’s first ever national UK advert is released by BWP Group

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By Andy Black, Editorial Account Executive

July 7, 2017 | 2 min read

Stihl, one of the leading manufacturers of garden power tools and the company responsible for the world’s first petrol chainsaw, has never before released a national television advert in the UK. But a new film directed by BWP Group's Duncan Guymer has changed the game.

The campaign highlights the breadth and depth of the Stihl tool range, which features everything from hedge trimmers and axes and chainsaws to robotic mowers.

Inspired by The Sorcerer’s Apprentice, the film features a younger, apprehensive character faced with the job of tackling an overgrown garden by his seasoned mentor. His solution is to dramatically conduct enchanted Stihl tools to do the job for him, highlighting how there is a tool for every purpose available and how they make gardening so easy – it might as well be magic.

Head of marketing for Stihl GB, Simon Hewitt, commented on the outcome: “For over 90 years, Stihl has been one of the market leaders in the garden power tool world, particularly among professionals – the big challenge for us is raising awareness of the brand as a genuine domestic product with consumers on the widest scale. I’m delighted with the campaign and I’m sure we’ll have a new army of Stihl fans very soon!”

Rod Kavanagh, creative director at BWP, also noted: “Our main focus when creating this film was emotion. We wanted something that would make people smile – partly through memories of a famous mouse and a chaotic mop – while also showing that it’s possible to get professional results in the garden no matter what ability you possess. It’s not all about selling, it’s about making people want to buy. It’s a fine but important distinction. We wanted consumers to feel something.”

The integrated campaign is hitting screens with a combination of impactful 60-second hero spots across Channel 4/UKTV and sponsorship idents across 4/UKTV channels (W, Drama, Eden & Yesterday) for five months.

BWP Group's other clients include Ulster Weavers and Cotswold Outdoor.

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