AEG Powertools brings a world of unexpected power in new spot via Fenton Stephens + Finch
CB Exclusive: AEG Powertools, the inventors of the portable drilling machine way back in 1898, has tasked Melbourne independent agency Fenton Stephens Advertising with revitalising its brand, paying attention in particular to younger tradesmen.
AEG’s history of innovation continues on with the release of their ‘Brushless’ range of power tools, with Fenton Stephens identifying the new technology as a deliverance of ‘unexpected power’ to its users.
In order to embody the message of ‘unexpected power’, literally, the agency flew out a German-born man who was gifted with superhuman size and strength in his arm. Not in both, just his right arm.
This man is Matthias Schlitte, world armwrestling vice-champion, and does he ever have a 
story to tell.
The compellingly cut through idea attracted the interest of Alyssa McClelland at Finch Productions for a number of TV spots and an 80 second digital long-play, supported by an integrated campaign spanning print, digital and a dedicated microsite.
Says Michael McLean, the national marketing manager for Techtronic Industries, AEG’s parent company: “I am delighted with this campaign and the hard work that Fenton Stephens have put in to pull it together. This is the biggest campaign in AEG’s long history and I can’t wait to see the response from our target segment.”
Client : Techtronic Industries
National Marketing Manager : Michael McLean
Brand Manager : Rochelle Behnane
Creative Agency : Fenton Stephens
Creative Director : Alex Fenton
Creative Team : Aaron Tyler & Jess Wheeler
Agency Producer : Lisa Ramsey
Production Co: Finch Productions
Director: Alyssa McClelland
Producer: Fiona McGregor
DOP : Ari Wegner
Art Director : Fiona Crombie
Editor: Elodie Fouqueau – Method Studios
Sound: Rodney Lowe – Production Alley
20 Comments
https://www.youtube.com/watch?v=4uY31AycKaU&feature=kp
Awesome use of talent. Great job Jess and Aaron.
http://www.youtube.com/watch?v=72nrFIgFNB4
Nice one Alyssa!
Well done Alex and team. Hope it works a treat.
Did method do the VFX on the arm? It’s very well done. No I don’t work for Method I’m just curious. I’ve seen that technique done very badly before, but not here.
http://forum.bodybuilding.com/showthread.php?t=107969661
So, if AEG power tools were so well powerful, they’d be effortless, meaning you wouldn’t have to strain so hard with your arm. So that arm would need less of a work out and in fact be the thinner one? No?
Love it! The punters will too.
https://www.youtube.com/watch?v=Yq6_WspQwDY
https://www.youtube.com/watch?v=9LNo89Jm20Y
This is great.
To Here’s the Thing: that is the type of comment that gives strategy a bad name. This is about borrowed interest around having power. He has it, you can too.
Borrowed interest is lame
Nice Post – this is a REAL guy. Google Matthias Schlitte.
Wow – I’ve only seen this idea about three times before. And that Terrible soundtrack.
Nice to see the agency and pro company being positive on the blog though.
But, you know, they’ve got a point.
If he was born with one powerful arm and he used the product in his weak arm to make it just as powerful, then it’d make sense.
https://www.youtube.com/watch?v=RBZmLzv9NKQ
Awesome work Aaron and Jess.
https://www.youtube.com/watch?v=Py_9tNB4bvY
These spots are the most stupid thing I have ever seen in my life