Creative Director
Jeff Di Fiore
Black & Decker: Elbowitis
TV, Digital Campaign
“Elbowitis” is a (fictitious) condition caused by the excess motion of having to start your gas-powered mower or lawn tools over and over again. The outcome is an uncontrollable movement in your arm, which freaks out, loses control and has a mind of its own…usually at the most inopportune moments. Black & Decker’s line of battery-charged lawnmowers and lawn tools are the only cure.
Digital banners were created to build a slight hysteria about a previously unknown condition called “Elbowitis”.
When visitors clicked through, they were directed to the homepage of the fictitious "Hofschnell Institute," which was intentionally created to appear as a DIY-style website. Visitors could find more information about the symptoms of Elbowitis, and to their surprise, the newly discovered treatment turned out to be battery-powered lawn tools.
Black & Decker: Pivot Floor Vac
TV
It's easy to ignore the dust, dirt, etc. that's lurking under those hard-to-reach areas in your home...until one day it surprises you. The Black & Decker Pivot Floor Vac is here to the rescue.