Stihl celebrates 35 years and targets wider audience
Stihl, the power tool brand, has unveiled a new TV ad to celebrate 35 years since the launch of its Farm Boss chainsaw.
The TV creative opens with a series of farmyard shots to set the scene of the typical Australian farm. Background music builds as a farmer peers out over his ‘property’ before picking up his Farm Boss and jumping into his mower after a day on the farm.
Pulling up outside what appears to be a farm gate, he stops the engine and the music cuts to reveal his backyard – which is actually not a farm, but a home in the middle of suburbia.
Created by The Foundry the agnecy said a key factor in the brief from Stihl was to make the Farm Boss accessible to a wider audience and show Australians that it is not only used in farms.
Rob Ross, Stihl marketing manager, said: “This new model is a continuation of the Farm Boss legacy, and is an essential item to anyone who has a serious job to do – whether it’s in a rural or suburban setting.”
The TV ad is being supported by outdoor and point of sale material.
Credits:
- Ad agency – The Foundry
- Creative Director – Annie Price
- Copywriter – Nathan Burley
- Art-Director – Mat Hine
- Managing Director – Simon Burrett
- Senior Account Manager – Rachael George
- Producer – Jon Mahney
- Director/Producer – Micca Delaney/Allison Lockwood
- Production House – EXIT Films
- Music – Jojo Petrina & Mark Mitchell from Electric Dreams Studio
- Media – Stacey Evans from Geoff Pettit Media
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
Linkedin