There’s fast. And then there’s 360 beats-per-minute fast.
Metabo HPT introduced a new Cordless Pneumatic Nailer capable of firing six nails per second. Twice the industry standard. A remarkable feat of engineering. But how do you make people truly appreciate speed that almost defies comprehension?
We found the answer in an unlikely place: speed metal.
At 360 beats per minute, the nailer operates at a tempo that would challenge even the most accomplished metal drummer. So we did what any self-respecting metalhead would do. We turned up the volume.
Six nails per second. 360 beats per minute. One hell of a soundtrack.
For our new campaign, “Hear It To Believe It,” we collaborated with Los Angeles speed metal band Black Stone Wolves to create “Puro Poder” (“Pure Power”), an original track built around the sound and rhythm of the nailer itself.
And who better to bring it to life than the people who actually use the tool? Real tradespeople, not actors, put the nailer through its paces, its rapid-fire percussion becoming part of the track. Suddenly, the jobsite was sounding a lot like a heavy metal concert.
The campaign was built as a social-first content ecosystem, spanning short-form videos, teasers, GIFs and social extensions. Each brought the speed, sound and attitude of the idea to life in a different way, creating an always-on rhythm that kept the campaign moving.
We even released the full track on Spotify, giving tradespeople a way to take the sound of pure power with them to whatever jobsite came next.
Part product demonstration. Part music experience. And a celebration of the raw power and skill of the trades.
When your product is this fast, it deserves its own genre of music.
Instead of asking audiences to take our word for how fast the nailer is, we let them hear it. Turning a technical product advantage into something visceral, entertaining and impossible to ignore.
Because sometimes the best way to break through with a product demonstration is to let the product make some noise.
