GARY'S LADDER by Y&R New York for Craftsman

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GARY'S LADDER

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Radio
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Reichenthal, Ken Erke
Creative Director Jon Eckman
Account Supervisor Priya Bordia
Production Sonic Union
Released August 2010

Awards

One Show 2011
One Show Consumer Radio / Single Merit

Credits & Description

Category: Best Scriptwriting
Advertiser: SEARS
Product/Service: CRAFTMAN TOOLS
Agency: Y&R
Executive Creative Director: Ian Reichenthal/Scott Vitrone/Ken Erke
Creative Director: Jon Eckman
Scriptwriter: David Canning
Agency Producer: Lora Schulson/Nathy Aviram/Jona Goodman
Account Supervisor: Priya Bordia
Production Company: SONIC UNION, New York, USA
Sound Engineer: Steve Rosen
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: Y&R, New York, USA
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Tools clanging throughoutANN: Gary’s building a ladder to heaven. It’s hard work and it takes a long time, but Gary has Craftsman hand tools. With Craftsman’s lifetime warranty, Gary’s tools can last forever. So he can build something that takes forever. Like a ladder to heaven. Step by step, nail by nail, eon after eon, Gary puts his tools to the test. And while some might see it as an eternal, wake up at dawn, horror-fest of frustration and infinite sadness, Gary just knows he’ll be working the weekend.When Gary’s glorious ladder is complete, which will be forever from now, he will notice he read the ladder to Heaven instruction manual incorrectly, and will have to start all over again. But that’s okay: Craftsman hand tools will let Gary start all over again. Forever. Craftsman. Trust in your hands.
Brief Explanation
Craftsman tools have a lifetime warranty. Because of the warranty the tools essentially last forever, which means you can build something that takes forever.