HENCHMAN
Brand response TV first for heritage brand
A first TV advert is a big step for any brand. Even more for a family business with a premium reputation.
Henchman has been making tripod ladders for safe work at height for over three decades. It’s ladders are premium and trusted by the RHS, the National Trust and thousands of gardeners. Despite this, in 30 years the brand had never been on TV. So Henchman set out to reach a much wider audience.
The Problem
Their first TV ad needed to feel premium and not be a hard sell. At the same time it had to work hard and drive response. The production needed to deliver their vision at broadcast quality. In short, a much-loved product had to shine on the small screen.
The Approach
We came on board as the production partner for the shoot. Working alongside Flight Feather, we brought the creative to life. The concept was simple and relatable: a gardener versus an unruly hedge. We filmed the story with warmth, humour and a premium finish.
Every detail had to feel broadcast-ready. We focused on craft, light and a clear product hero moment. As a result, the ad looked far bigger than a first-time effort. It showed the ladder solving a real problem, simply and convincingly.
We also kept the brand-response goal front of mind.
The Result
The ad built the brand while still driving action. So Henchman gained an asset that worked on every level. It marked a confident television debut, three decades in the making.
