STIHL ‘Polar Station’ by Publicis Conseil

Garden power tools manufacturer STIHL (chainsaws, strimmers, hedge trimmers, blowers, and high-pressure cleaners) will again take centre stage across various media, including TV, press, radio, the internet, and point-of-sale advertising, with the help of advertising agency Publicis Conseil, which was recently reappointed by the advertiser.

 

STIHL, the leading brand in power gardening equipment, had to push the performance level of its machines even further as it has in each of its communications. 

Where better to test the reliability and efficiency of its product range that at an Arctic polar station, in a film made under extreme conditions of -19 degrees Celsius and in the middle of a blizzard? Despite that, the power of the STIHL machines proved more than sufficient for the characters in the advert to craft a sublime ice garden.

We hope that such a beautifully-sculpted garden, created in the coldest of climates, will inspire in you nothing but warm feelings.

Chief creative officer Olivier Altmann said: “Faced with low-cost competitors, we really needed to re-emphasise – in no uncertain terms – the superior quality of STIHL tools by showcasing the range of products, but also by making a high-quality advert with the slogan ‘We demand performance’. We therefore sought out the ultimate ‘torture test’ within a challenging and hostile environment.

To avoid lapsing into arrogance, however, director Hervé Plumet added a touch of humour and complicity to the advertisement.”

Credits

Advertiser: Stihl/Viking            Régis Guimont and Gilles Olléris

Publicis Conseil:
Chief Creative Officer:                Olivier Altmann
Creative Director:                Frédéric Royer
Copywriter:                    Fabrice Dubois
Artistic Director:                Pascale Gayraud
Assistant to the Artistic Director:        Agathe Bailly
Account managers:            Stéphane Gaillard, Olivier Lecomte, Sylvie Tavares

Ad Production 
TV production (WAM)                Pierre Marcus, Bertrand Ayache    
Sound producer (WAM)                Carsten Krueger
Director                        Hervé Plumet
Production company                Partizan Midi Minuit    
Producer                    Jules Dieng                
Director of photography                Vincent Gallot