Tooltime with BMF
BMF has created a series of print campaigns extollling the virtues of its new power tool client Ryobi to enthusiasts.
The executions, which incllude versions aimed at surfers and dirt bikers, are intended to differentiate the brand from the category’s typical product feature type ads. The agency was appointed to the Ryobi account in May.
Simon Langley, Creative Director at BMF said, “rather than producing another generic tool ad in a handyman magazine, we wanted to find a fun way to relate to our audience.”
Credits:
- Executive Creative Director Warren Brown
- Creative Director Simon Langley
- Art Directors Dan Walton, Luke Hawkins
- Copywriters Mark Clothier, Damon Porter
- Account Management Patrick Cahill, Natalie Downes, Lindsay Barnes
- Planning Director Simon McCrudden
- Art Buyer Sarah Thompson
- Photographer Toby Burrows
- Production Company The Kitchen Creative
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would like to know the logic behind this targetting and whether, with the surfer-oriented ads, there’s an expectation that the number of amused stand-up buyers will be greater than the number of snubbed paddle and body boarders
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Maybe that bottom poster should be targeting which tool would assist with the wisdom teeth issues laying ahead . . . . ?
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Er, tools for surfers? a fun way to relate to our enthusiasts?? I think you’ll find that if you do your very basic research you will quickly become aware that almost all surfers are extremely environmentally conscious and the disposal of surfboards and and its materials is a huge issue within the industry; hence many years of research in trying to find bio degradable materials that don’t harm the environment. Ridiculous pictures of cut up boards and nailed down flippers…. Please.. Not to mention that a surfboard and its production to its owner is a very personal thing and the mere fact that you have one cut up and have debris on the beach is possibly the most ridiculous thing I have ever seen, I would go as far as saying insulting! I can assure you that it wont be relating to its true enthusiasts, in fact quite the opposite.
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Heavens….someone get me the Ryobi hot glue gun so I can glue my spliff together to allow me to contemplate this creative approach!
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So someone at the client end surfs.
What could be cooler than being in surf mags? – Potentially building relationships so that you get free mag subs, some free product flow every now and then and invitations to DVD releases and even the Peer Poll awards nights? Maybe even a VIP pass to a couple of the Australian events?
Makes perfect and obvious sense to me.
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To Surfer – WTF and why don’t you relax a bit?? It is just a ad and I have heard that in fact no surfboards were harmed in the production, and I very much doubt that debris was left on the beach! Perhaps you should borrow the spliff from Gonad Man?
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Surfer?
Dude.
If those images turn up in Tracks magazine, they would have more traction than Sex Wax. In fact, I now love Ryobi, for no other reason than they’ve chopped a paddleboard and screwed down a lid.
As for the eco imapct – even Dave Rasta wouldnt bat a hippie eyelid – it is afterall – an ad….man.
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Not lateral (or edgy) enough. The surf board should have been cut in pieces while the surf board rider was lying face down on the surface. Call it “the fragmentation of the surfing market.”
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flamn heck, it’s a joke, am i the only one who can see that, i really don’t think whoever created this was reading that far into things, it appeals to surfers, the line is ‘tools for surfers’ not tools for old bald fat paddle boarders
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