H/P Gives Hitachi Tools Tough Personalities

ATLANTA Hitachi Power Tools said it has launched a print advertising campaign to introduce three new products in the first work from its new agency, Huey/Paprocki.

The independent Atlanta shop won the account in August following a review of several undisclosed contenders. Previously, Hitachi had produced all its advertising internally.

The work includes six different full-page ads that are appearing in magazines such as Popular Woodworking, This Old House, Tools of the Trade, Fine Home Building and Woodworker’s Journal. The ads include photographs that illustrate the design of the tools with headlines such as “Takes other nailers’ milk money” and “Steals the spotlight, then installs it.”

“The look of the tools is very unique and aggressive, so we wanted to highlight that from a photography standpoint,” said Ron Huey, partner and creative director at the shop. “The photography style, along with the headlines, allows us to bring an attitude and brand personality to Hitachi Power Tools.”

The ads promote Hitachi’s new compound miter saw, cordless drill and pneumatic nailer.