Craftsman tools are known for their reliability so the new commercials they have launched is based on the image they already have. The first commercial shows how three guys test the strength of Craftsman Power Drill. They put the drill in the mannequins hand and put him on a bike. Then they throw the bike off the roof to show that everything breaks down except the drill. The second commercials shows how guys are playing something like golf but instead of clubs and balls they are using Craftsman hammers and throwing them at an old car to show that the tools don’t break, unlike everything else.
Advertising Agency: Young & Rubicam Chicago, USA