For 100 years, FLEX has delivered precision power tools for trade specialists. To celebrate the brand’s Australian launch, we asked the target audience one simple question, ‘are you good enough for FLEX?’.
The creative challenged the integrity of the audience by using an enquiringly self-assured tone of voice.
A series of films championed FLEX’s prestige, then asked viewers if they had enough expertise to use them.
The confrontational platform is establishing FLEX in a market where tradies aren’t looking for change.