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.


  • 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

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