Bacon roses, a cat with a heart on it, romance pants, or perhaps just a laid-back, low key fight. The list of options available to show you love on this most romantic of days is almost limitless. And Mitre 10 has helped aspiring romantics by offering instruction on how to play a tool-based love song.
The ad features legendary saw player, Alan Pitts, and Mitre 10’s resident ‘how to’ guy and star of the ‘Easy As’ campaign Stan Scott, who show viewers how to create their own musical tribute using only a saw and bow. And it even offers punny song suggestions like ‘I would DIY for you’, ‘Love me Love me knot’, and anything by The Carpenters.
Pitts has more than 70 years of experience creating musical magic playing the saw, including winning two world championships, accompanying the New Zealand Symphony Orchestra and being the lead instrument in Tim Finn’s ‘The Saw and the Tree’
“We wanted to develop an advertisement that would challenge the traditional perception of Valentine’s Day gift giving and inspire Kiwis to see just how easy it really is to create something unique and personal with DIY,” says DraftFCB creative director, Tony Clewett. “There’s a lot of pressure to find the perfect Valentine’s Day present, but now Kiwis can create their very own love song for that special person in their life with just an everyday household tool and a bit of creativity.”
Executive Creative Director – Tony Clewett
Writer – Peter Vegas
Art Director – Christiaan van Noppen
Art Director – Ian Smith
TV Producer – Monique Hawkins
Director, Cameraman, Editor – Marco Siraky
Group Account Director – Kate Lines
Account Director – Brodie Lawry
Media Director – Mike Fredricson
General Manager of Marketing – Dave Elliott
Marketing Promotions Co-ordinator – Sophie Rose Nicholas