Hitachi Power Tools has launched a new print campaign promoting its newly designed compound miter saw, cordless drill and pneumatic framing nailer. The series of six full-page print ads, created by Huey/Paprocki, marks a move by Hitachi to bring in an outside partner for brand creative development. "We partnered with Huey/Paprocki because they have a proven track record of delivering creative advertising that grows from relevant customer insights," said Abby Bradford, Hitachi Power Tool's Communications Manager.

The print campaign debuted in January issues of Popular Woodworking, This Old House, Tools of the Trade, Fine Home Building and Woodworker's Journal, among others. The ad executions feature macro-photography highlighting the unique design of the tools with headlines such as, "Steals the spotlight, then installs it," "Takes other nailers' milk money," and "Makes your left hand jealous." Hitachi Power Tools does not disclose advertising investment levels but the campaign will appear in a range of publications targeting general consumers, do-it-yourselfers and construction professionals. Hitachi Power Tools are available in thousands of U.S. retail locations including Lowe's Home Improvement Centers and industrial distribution outlets.