• by Steve McClellan  @mp_mcclellan, June 9, 2017

General Tools has launched integrated national Father’s Day campaigns for their new Laser Tape Measure and app-connected ToolSmartproduct line. Both campaigns were created by Brooklyn-based agency The BAM Connection. 

The Laser Tape Measure campaign, targeted at the “Do-It-Yourself” market, includes 3 TV spots, multiple animated banners and a host of social posts. “These guys have some really cool tools,” said Rob Baiocco, CCO of The BAMConnection. “We tried to let the tools speak for themselves and show how truly cool they are in action.” 

The ToolSmart campaign, also targeted to DIYers but also to pros, consists of similar components and carries the tagline, “Finish the job. Smarter.” Each tool in the line is connected to General Tools’ proprietary Project Assistant App, a feature usually found only at the high end of the market.