Northern Tool Is a Problem Solvers Paradise in First US Campaign

Northern Tool + Equipment, one of the US’s leading retailers of high-quality tools and equipment, launches its first national campaign.

Called Made For This, the campaign positions the retailer as the first choice for high-end DIYers, prosumers and professionals during a time when the DIY industry is booming. National broadcast spots and other elements celebrate ‘skilled solvers,’ people of all backgrounds, genders, ages, etc., who thrive on solving problems with tools. From custom-bike building, to power washing a distillery, to building a backyard oasis, the spots show how these relentlessly curious people are made for any project. The campaign also taps into influencers such as Rae Ripple @raeripple – a world renowned metal artist – who sculpted a giant steel armadillo to help demonstrate how Northern Tool is where you can buy things to make things you can’t buy.

One 30 second broadcast TV spot (titled Made For This) and two 15 second spots (titled The Fun Part and Making Things You Can’t Buy) debuted during the NASCAR ‘Go Bowling at the Glen’ race on August 21st and will air during NASCAR races this fall. The campaign is also supported by radio spots, out-of-home billboards, digital/social elements and influencer marketing partnerships.