What do you do when you have a new product that is a no-brainer, but seen as too good to be true? That's the problem Graco brought to us when they asked us to launch their new cordless, airless paint sprayer, the XForce Heavy Duty. In the world of industrial coatings, streamlining touch-ups is a significant, but often overlooked, source of revenue. The XForce is a small, elegant solution to a big problem. And contractors were skeptical.
We created a series of ads highlighting the benefits of the new lightweight sprayer. Humorous visuals combined with clear, pragmatic copy leave little room for doubt—Graco, a trusted name in sprayers, has recognized a problem and solved it.