The ad’s headline might have said, “You’re a clumsy oaf, so we had to make the product heavier and more expensive than it would be if you weren’t a clumsy oaf.” There are, however, limits to people’s appetite for truth in advertising. So the ad instead uses the fact that “People Drop Things” as point of departure for a tribute to Bosch’s ruggedness. And that’s shrewd, since the target audience respects ruggedness (in tools, pickup trucks, ex-wives, whatever) whether it’s useful or not. Readers will enjoy the narrative of a product test in which Bosch twice dropped this drill from a height of 46 feet and then used it (quite unscathed) to bore a two-inch-deep hole in the cement. They’ll also enjoy the wording of the small-type disclaimer: “Attorney Alert: Do not try this at home. Or at work.” The ad sums up its tale of the product’s durable utility by saying, “Downtime? Not hardly.” The word “Not” seems like a false note here, as if a white-collar ad guy is trying to sound like a blue-collar construction guy.
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