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BRANDING NEWS: Toolstation goes upmarket with 'Hustle' TV campaign

Toolstation, supplier of tools and hardware to the construction industry, is playing on the glamour-crime theme of Ocean's Eleven and BBC TV's Hustle with a new TV ad campaign.

The 60-second commercial features a group of people planning a 'heist' style job, requiring equipment which can be accessed quickly and easily. It is currently showing on satellite channels such as Dave, Shed and ITV 4.

This new ad which was created by agency Attinger Jack represents a significant departure for Toolstation, whose previous TV campaign featured plumbers and tradesman singing 'We love Toolstation' to the tune of 'Hokey Cokey'.

"This commercial represented a change, not only in terms of looks and technology, but also in terms messaging," comments Tim Blackshaw, creative director at Attinger Jack, which was not responsible for the previous campaign. "We were looking for an idea that had a twist in the end and a sense of humour. We needed a vehicle that would allow us to show the product in a more involving way."

He adds, "the new commercial needed to represent a more confident, slick and high tech brand."

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