Toolmonger photo pool member Tssparky posted this great image of Marketing at work. It’s a classic example of the dismal state of tool education in this country. Here’s my guess on how this image came to be:
The call went out to a marketing department somewhere for a photo of “construction work” with a strong lad doing quality craftsmanship — something to inspire consumers to shell out for the installation package at the local big-box.
Not finding any appropriate stock art, they had to stage a photo shoot to get the picture on the banners. That means they had to find the guy — probably fresh off work in the latest Gap ad — and dig up a drill from who-knows-where in order to do the shoot.
The really funny part: clearly has this guy not only never used a drill before, but for some unfathomable reason he’s selected a hammer drill for use on soft wood. And, as Tssparky points out, the model isn’t even holding the drill correctly. If he hit something hard, it’d whack him in the ribs. It is impressive, however, that he’s able to install countertop without getting that cream-colored shirt dirty at all.
The sad thing is that as this photo traversed the approval process, no one knew the difference. Not one person looked at this picture at any point before it went out and said, “That looks wrong.”
The end effect is funny, but I worry for the future.
Toolmonger’s Photo Pool [Flickr]