BOSCH POWER TOOLS

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.