Every ad in Underground Construction Magazine, and the like, featured a guy wearing a hard hat and a flannel shirt, holding a product. We needed to break out of this sea-of-sameness. Red Racer created a product featured ad campaign that played off the humorous, jokester side of the people who use the product. There are many funny stories and practical jokes that take place on a job site and we wanted to tap into that. They need a product that works, from people who get their lifestyle.
