New Campaign for Iconic CRAFTSMAN Rocks Younger Audiences


By The Minneapolis Egotist / /

CRAFTSMAN®, the iconic American brand of quality tools, storage and outdoor equipment, selected Colle McVoy as creative partner to help re-energize the 95+ year-old brand. The ambitious new campaign connects the brand’s beloved sense of nostalgia to the forward-thinking, dynamic and bold brand of today.

Called Do It With CRAFTSMAN, the national campaign uses energetic creative and bold messaging to add swagger to the brand. Two 30-second broadcast TV spots, called Power Tool Ballad and Give it a Kick, 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.

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.

Creative Credits:
Agency: Colle McVoy

Production: Caviar
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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