It’s tool time! Craftsman’s busted into original content with a string of gritty videos hoping they’ll go viral. And the brand’s showing its products some really tough love—we’re talking smashing windows, kicking toolboxes, and chucking drills. Things are about to get rough!
Craftsman Labs, as it’s called, plays off the success of shows like Discovery Channel’s MythBusters and Smash Lab. Seven clips are live on the testosterone-driven microsite. The most popular is “Hammer Golf”: three macho guys demonstrate the game, tossing Craftsman-brand hammers at a beat-up ‘79 station wagon. The YouTube description explains that getting a hammer through the windshield constitutes a hole-in-one.

The clips are well done, and Craftsman tries to get people talking about its tools with the sharing button and YouTube’s comment box. It even wants viewers to suggest ideas for future ideas—although it’s a little hidden in the microsite. However, the brand could do a better job monitoring the conversation by addressing questions and skepticism. In fact, many have challenged the videos:

Taofledermaus: “‘Do Not Attempt’…my drill would actually be damaged if I tried to replicate this. I have a Craftsman cordless 19.2-volt drill and I like it but I hate deceptive videos.”

Paldromanium: “I’m pretty sure my generic sledgehamer from, like, 1981 would take this abuse…or any hammer, really.”

These are valid criticisms that deserve a response. Brands carrying out digital campaigns have a responsibility to actively engage with the participants—and not half-ass it.

Although frankly, I’d be nervous questioning Craftsman on this. Those guys have the tools—and I’ve seen what they can do with a hammer.