Introducing a New Product Without Saying a Word

“Bullet points” aren’t always the best way to communicate features & benefits. With a little creativity (and video) sometimes you don’t have to say anything at all.

Challenge

When a company prepares to launch a new product, it’s tempting for the team to focus on a list of features that are essential to promote. But that list of “bullet points” isn’t always enough to communicate the benefits of a product. For the introduction of the Pitbull Air Ratchet by Matco Tools, our challenge was to SHOW audiences that the tool outperformed the competition in terms of torque, not just TELL them it did.

Ideation

Our solution was simple in concept: we’d show the tool in action, lifting a toolbox off the ground, without saying a word. While this was an intimidating proposal for Matco, we believed that we could make the most impactful statement by allowing the ability of the product to speak for itself.

Execution

We fleshed out the video concept and set up the rigging for the experiment in-house, and we tested the Pitbull against a competitor’s ratchet. The comparison made the benefits of the Pitbull incredibly clear: while the competitor didn’t have the power to lift the toolbox, the Pitbull completed the test with no problem. We shot and edited the video with minimal graphics on screen, resulting in a real and raw visual statement on the product.