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By Audrey Kemp, LA Reporter

May 23, 2023 | 3 min read

New work from Craftsman follows an ‘80s rock band that only plays for tinkerers and DIYers around their homes.

Craftsman, a 95-year-old tool brand, has today announced its latest creative campaign that brings a little rock n’ roll to consumers’ home improvement projects.

Dubbed ‘Do it with Craftsman,’ the campaign is made up of two 30-second TV commercials: ‘Power tool ballad’ and ‘Give it a kick.’ In each spot, homeowners pick up a Craftsman tool. Suddenly, a dated garage brand materializes before them, ready to bust out ’80s hair metal songs that narrate whatever DIY project they’re working on, whether it be “trimming the lawn, fixing a leaky john [or] building a new kitchen add-on.“ The spots went live earlier this month but the PR push for the campaign began today.

Craftsman selected creative agency Colle McVoy for the campaign, which aims to leverage nostalgia to breathe new life into the brand. “When you’re working on a DIY project with the right tools, you feel empowered and unstoppable, almost like a rock star,” says John Neerland, group creative director at Colle McVoy. “We wanted to bring this confidence and feeling to the campaign, so we created a Craftsman house band to cheer people on as they did projects around the house.”

The two spots will run all summer across linear and connected TV, as well as across digital platforms, paid and organic social.


Agency: Colle McVoy

Production: Caviar

Post Production: Drive Thru

Music: HiFi Project

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