Northern Tool + Equipment Launches First National Campaign Celebrating the Problem Solver’s Paradise


By The Minneapolis Egotist / /

Called Made For This, the campaign positions the retailer as the first choice for high-end DIYers, prosumers and professionals during a time when the DIY industry is booming. National broadcast spots and other elements celebrate “skilled solvers,” people of all backgrounds, genders, ages, etc., who thrive on solving problems with tools. From custom-bike building, to power washing a distillery, to building a backyard oasis, the spots show how these relentlessly curious people are made for any project. The campaign also taps into influencers such as Rae Ripple @raeripple – a world renowned metal artist – who sculpted a giant steel armadillo to help demonstrate how Northern Tool is where you can buy things to make things you can’t buy.

One :30 broadcast TV spot (titled Made For This) and two :15 spots (titled The Fun Part and Making Things You Can’t Buy) debuted during the NASCAR ‘Go Bowling at the Glen’ race on August 21 and will air during NASCAR races this fall. The campaign is also supported by radio spots, out-of-home billboards, digital/social elements and influencer marketing partnerships.

Creative Credits:
Client – Northern Tool + Equipment
Agency – Colle McVoy
Director – Michael McCourt/Octopus
Executive Producer – Sam Cohan/Octopus
Producer – Kara Taylor/Octopus
Editor – Bruce Herrman/Lost Planet NYC
Executive Producer – Gary Ward/Lost Planet NYC
Music – Marmoset Music
Audio Engineer – John Lukas/Highball


  1. T.C. Worley September 1, 2022

    All those credit, but no mention of who actually filmed it?

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