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Union Editorial's Jay Friedkin Cuts Stihl Power Tools Spot

Two-Spot Campaign Directed by Backyard's Dan Rase Via Arnold Worldwide

Union Editorial has announced that editor Jay Friedkin has completed a two-spot campaign for power tools manufacturer Stihl Incorporated.  The ads assert that with the "Easy 2 Start" system, one doesn't need to be macho to operate a Stihl chainsaw or leaf trimmer. The :30 commercials "Trimmer Basketball" and "Chainsaw" were directed by Dan Rase of Los Angeles-based production company Backyard for Arnold Worldwide.  The campaign broke earlier this summer.

Arnold was originally commissioned to execute on one spot that promoted both the STIHL chainsaw and trimmer, with the different product shots tagged on at the end.  Director Dan Rase wound up with so much funny material, however, that Jay Friedkin suggested to Arnold that two spots be cut. "Trimmer Basketball" and "Chainsaw" both involve a guy whose household foibles indicate an extreme lack of machismo.

In "Trimmer Basketball," a montage of vignettes shows a man straining to open a milk jug, which his young daughter twists open with ease, shooting a basket that pitifully lands a foot in front of him, and dragging the morning panper?which is too heavy to lift?across the driveway.  "Chainsaw" has him doubling over from the weight as he removes something from the fridge.  Subsequent scenes show him struggling to pull a tissue out of a box and standing in front of a toilet seat with the lid down, baffled as to what to do.  Both spots close with him triumphantly revving up an "Easy 2 Start" Stihl chainsaw or trimmer with confidence and ease, proving that virtually anyone can wield a power tool.

Said Friedkin, "In commercials, you often find that the jokes don't have anything to do with the product?that it's humor for humor's sake.  With this campaign, Arnold really succeeded at slowly building on a very funny premise that actually sells something."

About Union Editorial
Union Editorial brings together a highly creative group of talent to bring a new level of service to the commercial post-production industry. Union's dynamic team is equipped with the tools and talent to accommodate all forms of creative editorial for the changing needs of today's diverse advertising and branding initiatives. The new 10,000-square foot home of Union Editorial combines the most up-to-date equipment with the highest-end client amenities available. For more information about Union Editorial, please visit or call (310) 481-2200. # # # #


Client: Stihl Incorporated
Titles: :30 "Trimmer Basketball"
 :30 "Chainsaw"
Airdate: June 2005

Ad Agency: Arnold Worldwide / Boston, MA
ECD/Managing Partner: Woody Kay
SVP Grop CD: Fred Burgos
Copywriter: Trevor Sloan
SVP Executive Producer: Kevin Shale
SVP Group Account Director: Frank Macina
Account Executive: Meredithy Harding 

Shot on location in Vancouver, BC, Canada

Production company: Backyard / Venice, CA
Executive Producers: Blair Stribley, Eriks Krumins
Head of Production: Peter Steeinzeig
Director: Dan Rase
Producer: Sharon Groh
DoP: John Lindley

Editorial company: Union Editorial / Los Angeles, Ca
VP/Senior Producer: Megan Dahlman
Editor: Jay Friedkin

Telecine: Nice Shoes / New York, NY
Colorist: Lenny Mastrandrea
Online Editor: Eric Gelgand

Sound Design: Koko Productions / Vancouver, BC
Sound Mixer: Brent Marchensky

Audio Post: Soundtrack / New York, NY
Audio Mix: Scott Canazarro

Page: 1

Related Keywords:Union Editorial , Jay Friedkin , Dan Rase

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