# Roughened Palm Ads The Craftsman Sand Paper Campaign Ensures a Manly Handshake By Meghan Young | Published 2012-02-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/craftsman-sand-paper-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/02/craftsman-sand-paper/) & [yr](http://www.yr.com) First impressions are everything and they often start with a simple handshake; the Craftsman Sand Paper campaign encourages men to step up their game by roughing up their delicate palms in preparation.Taking a different approach to advertising handyman tools, this ad campaign shows that these products can serve additional purposes other than the obvious ones. Conceived and created by Chicago-based ad agency Young and Rubicam, the Craftsman Sand Paper campaign urges men to "rub here to ensure a manly handshake." Doing so could help impress a girlfriend's dad and even close an important business deal. Art directed by Gabo Curielcha and copy written by Chris Jansma, the ad campaign relies on bold typography and a grainy backdrop to get the message across. ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 20% | Activity: 4% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Handshake Prep:** Craftsman Sand Paper campaign encouraging men to rough up their palms for a manly handshake presents opportunities for developing and marketing other products that improve physical attributes for first impressions. - **Non-traditional Advertising:** The success of Craftsman Sand Paper campaign demonstrates the potential for non-traditional advertising to appeal to new customers and markets in the handyman industry. - **Multi-functionality Products:** Craftsman Sand Paper campaign showcasing how handyman tools can serve additional purposes beyond their original design presents a disruptive innovation opportunity for companies in the industry to expand their offering. ### Who This Affects Most - **Advertising:** The success of Craftsman Sand Paper campaign shows the potential for creative and unconventional advertising campaigns in the handyman tools industry to effectively reach new customers. - **Handyman Tools:** The Craftsman Sand Paper campaign raises awareness about the additional applications of handyman tools beyond their traditional use and presents a disruptive innovation opportunity to companies in the industry for expanding their offerings. - **Personal Care:** Craftsman Sand Paper campaign promoting rough palms as a symbol for a manly handshake presents an opportunity for personal care companies to develop and market products to specifically improve physical attributes for first impressions. ## Related on Trend Hunter - [Hand Hygiene Campaigns](https://www.trendhunter.com/trends/ineos.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Boxing-Inspired Measuring Tools Campaigns](https://www.trendhunter.com/trends/bosch-power-toolsboschpowertoolshaspremieredanewmarketingcampaigntitled.md) - [Snacking Mishap Campaigns](https://www.trendhunter.com/trends/the-other-hand.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Youthful Home Improvement Campaigns](https://www.trendhunter.com/trends/you-got-this.md) - [Branded Tool Bar Designs](https://www.trendhunter.com/trends/toolbar.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md)