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Toolstation launches “Tools and More” brand strategy with sharp TV spot

Published: 15 March 2021 - Neil Mead

Toolstation, one of Britain’s fastest growing suppliers of tools, accessories and building supplies, launches its new Tools and More brand strategy with a sharp TV spot, which aired for the first time on Saturday, 13 March. 


The brand strategy, created by krow, aims to forge an emotional connection with customers and inject brand recognition and personality with its “unexpected” creative platform. The brand, which recently posted like-for-like growth of 22.2%, aims to appeal to tradespeople and knowledgeable DIYers and to raise awareness that, whatever the unexpected situation, customers will find “tools and more” at Toolstation. 

The campaign, which includes TV, online video, radio, outdoor and digital advertising, launches with a 30-second TV spot showing a plumber arriving at a call out to an ordinary looking house on an ordinary looking street. He is shown to the bathroom, where there is a leaky wall-to-wall aquarium housing an unexpected resident – a Great White shark. The voiceover comments, “It’s a good job we do more than just tools”, as the plumber is swiftly equipped with everything he needs for the job. The “Nothing you can’t conquer” OOH execution, which features heroic celebrations of tradespeople, launches later this month. Above the line media buying was planned by The Specialist Works, designed to target tradespeople and a wider DIY audience.

The brand strategy pays tribute to tradespeople and their years of experience and skill which enable them to expect the unexpected. It also nods to the role Toolstation plays in those moments, by being able to provide everything needed for tasks big and small, as well as its colleague expertise.

James Mackenzie, managing director, Toolstation, said: “Our new brand strategy aims to celebrate the nation’s tradespeople and highlights our mission to help empower them every day. Keeping “Tools and More” at the centre of our light-hearted TV ad launch gets across our core promise to our customers – that in any unexpected situation, Toolstation has their back.” 

John Quarrey, CEO, krow Group, said: “We all recognise that sense of relief when a professional tradesperson arrives to sort out a problem and gets it done faster, to a higher standard and with way less swearing than if we’d tried it ourselves. Their talent deserves celebration, as does the role Toolstation plays in making these miraculous repairs happen, which makes us really delighted to release this work into the world.”

You can watch the ad via this link:

Disclaimer: no sharks or sea life were harmed during the making of this ad.



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