Thinking and Driving

Advertising Annual 2016 Spotlight Submission

Real men own good tools, claims Red Racer’s trade publication campaign. While their tagline, “At least you’ve got a tooling solution you can count on,” appeals to a universally acknowledged ideology, their approach was intended to break out of this “sea-of-sameness,” they wrote on their Graphis Portfolio. “Every ad in Underground Construction Magazine, and the like, featured a guy wearing a hard hat and a flannel shirt, holding a product….There are many funny stories and practical jokes that take place on a job site and we wanted to tap into that.” Read the full write-up here

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