Tool and building materials retailer Toolstation is celebrating its employees and the many tradespeople it serves with a new campaign.

Crafted by Manchester-based creative agency TBWA/MCR, the work will be centred around two 30-second spot; ‘Night’ and ‘Moves’, which illustrate how the retailer is able to anticipate the needs of tradespeople whatever the issue.

Showcasing its new ‘Next stop: Toolstation’ brand positioning, the campaign also highlights how Toolstation can be a valued partner for tradespeople looking to balance their work and family responsibilities.

“Tradespeople are the backbone of the nation, they build it and keep it running. Despite being entrepreneurs, grafters and skilled craftsmen, brands tend to dumb down communications or portray them as jokers,” TBWA/MCR director, John Triner said.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“Through wit (and in some places absurdity), our new creative demonstrates an understanding of the personal challenges tradespeople face daily and that Toolstation is right behind them.”

Marking TBWA/MCR’s first work for the brand, the omni-channel creative will run across organic and paid social, Sky, YouTube and on TalkSport, Absolute Radio and Fix Radio from today (1 May).

Toolstation customer director, Chris Other added: “We wanted to break away from the conventions of the sector and this new campaign shows that we understand tradespeople and what they do like no one else.”

“Over the coming months you can expect to see our colleagues and the Toolstation counter pop up in many unexpected locations as we bring this bold and market-leading campaign to life across our social channels, in earned media and through experiential activity.”