Werner Ladders: TV

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Challenge

Create marketing assets for an entire family of Compact Extension Ladders as a follow up to the first year’s campaign. Highlight the expansion of the category to show industry growth and innovation.

Solution

Working from the insight that most extension ladders are cumbersome and difficult to manage, we created an entire campaign around the idea of how people “wrestle” with normal extension ladders.

Execution

We hired three-time WWE Champion Rey Mysterio to be in our print ads, TV commercial and online assets that played up the idea, “Don’t wrestle with your extension ladder”. Rey was chosen for his ability to reach non-Hispanic and Hispanic audiences equally well. We shot the TV commercial in both English and Spanish. Print and digital ads were produced in both languages as well.

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