Following on from my post about Ridley Scott’s latest developments in mixing film and advertisement, I created my own Stanley tools advert in a similar way with Scott’s 1979 film Alien as the accompanying creative.
When thinking about what Alien could be used to advertise, I felt the one thing the crew needed the most while being hunted by the Xenomorph were some bloody good tools. Fixing hull breaches, exploring alien ships, climbing into air ducts. If your tools aren’t good enough, then you’re dead meat (as when the tracker loses the Xenomorph which then goes onto kill Dallas).
With all the kinds of maintenance issues you would encounter in the Nostromo spaceship, you’re going to have to use a lot of DIY skills. Which is exactly what Stanley says in its branding, so I plumped for this over Black & Decker, even though the latter publicises its tools that have actually been used in outer space (click on ‘load more’ to see what I mean).
Watch the afore mentioned youtube video for an idea of the air ducts and flamethrower, along with this clip for the maintenance room with hanging chains. I’ll draw and upload a storyboard soon, but for now, enjoy the copy:
INT. COMMERCIAL TOWING SPACESHIP. Darkness. Lights suddenly flicker to life to reveal the SLEEPING PODS. The PODS open and CREW MEMBERS ONE, TWO and THREE awake and climb up out of them.
You never know when a problem will arise that needs urgent attention.
The CREW shower, open lockers with pictures of scantily clad women and zip up into their uniforms. CREW ONE sits down in front of the SHIP COMPUTER and starts typing on the keyboard. An electrical panel is highlighted on screen, in need of fixing.
Your tools need to be reliable the moment you start using them.
CREW TWO and THREE are in another room opening a cabinet revealing power tools, hammers, sledgehammers and various workmen tools. CREW THREE turns on his POWER TOOL and watches it whirl, STANLEY LOGO briefly visible. With their tools, CREW TWO and THREE walk through the ship and into a maintenance room with lots of dripping water. Chains swing about.
Because sometimes you’re going to enter unfamiliar territory.
They look up and see a loose AIR VENT hanging open. Acid holes are burning the floor below. CREW ONE leans forward in his chair, looking at the image being broadcast from the other CREW TWO and THREE’s shoulder mounted cameras.
And a ‘do-it yourself’ attitude is going to be key to success.
Switching on his mounted light, CREW THREE is given a boost into the air vent, POWER TOOL in hand. Turning on his MOUNTED LIGHT, he peers forward into the darkness of the tight shaft and shuffles forward, sweating, alert.
Inferior equipment is not a choice for those who want to complete the job.
The MOUNTED LIGHT flickers and dies. An ALIEN SOUND starts making its way towards CREW THREE in the ventilation shaft. He reaches around his shoulder and draws a FLAMETHROWER, using its light to peer into the darkness. He sees the panel that needs fixing.
In the end, you’ll always return to the tools you can trust.
The ALIEN SOUND grows closer. CREW THREE lowers his flamethrower and grips his POWER TOOL, presses the on-switch and thrusts forward. The screen blanks out. The WEYLAND-YUTANI LOGO sits alongside the STANLEY LOGO, its main tool sponsor and partner.
Alien is in my top five favourite movies of all time for its deadly suspense and believable alien models (no CGI here). The link below will take you to the film purchase on Amazon, and there’s even a Stanley Power Tool there for those of you who have got the DIY bug!