Metabo HPT turns nailing performance into a speed metal anthem
Team One brings a soundtrack built around an actual power tool. And a campaign with a real need for speed.
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Pro-preferred brand of pneumatic nailers Metabo HPT has a new Cordless Pneumatic nailer that fires up to six nails per second: 2X faster than the industry standard.
Or, if you speak music: that’s 360 BPM. There’s basically one genre built to keep up with that kind of absurd tempo: speed metal.
For its latest campaign, Hear It To Believe It, Metabo HPT partnered with Team One to take that insight and turned it into a creative idea that lets the tool's speed do the talking. Quite literally.
Credits
View on- Agency Team One/Los Angeles
- Executive Creative Director Jason Stinsmuehlen
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Team One/Los Angeles
- Executive Creative Director Jason Stinsmuehlen
The hero spot follows real tradespeople (not actors) putting the nailer to work, set to Puro Poder (Pure Power), an original track created with Los Angeles based speed metal band Black Stone Wolves. The twist: the nailer itself is part of the soundtrack, turning a product demo into the beat behind the film.
Bill Wyman, Global CMO, KOKI Group said: “When we built a nailer capable of firing six nails per second, we knew seeing was believing. We set out to capture that raw speed and power in a way people could genuinely feel—and turning the tool's rhythm into the heartbeat of a heavy metal track was the ultimate way to bring it to life."
Jason Stinsmuehlen, Executive Creative Director, Team One added: “It’s like a battle of the (speed metal) bands, if one of the bands was a crew of framers using the fastest Cordless Pneumatic Nailer in the world as instruments. 6 nails per second = 360 Beats per minute. Let’s Rock!”
