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Sears Craftsman

60 Second National Broadcast commercial

“Bolt-On Tools”

Agency: Havas Media Direct

One of our many collaborations with Sears Craftsman and Havas Media Direct, the “Bolt-On” campaign is a true DRTV success story.

Produced in a campaign with other signature Craftsman tools, the “Bolt-On” creative ran during the holiday buying season.  The spot had to be pulled from air by Thanksgiving, because Sears had completely sold out of the product, saving Sears weeks of media buys.  Success!



Originally produced in 2012, Sears has contracted TimeLine to update the spot with new attachments and DRTV offers each year since, and the visual head-changing animation has become a model for similar power tool advertising.

Originally produced in Standard Definition to meet pre-HD national standards.



Camera:  Red Epic

Editorial:  Final Cut Pro

Motion Graphics: Adobe AfterEffects

Deliverables: HD Broadcast  National Standards



Campaign Featured in Advertising Age Top 10 Holiday Ads List

2013 Telly Awards – Gold

2013 Big W Awards – Gold