The client, an Australian distributor for an overseas PLC manufacturer, Paklog (a division of Rolls-Royce Industrial Power (Pacific) Ltd), wanted to differentiate their new advertising from merely showing boxes (products). We suggested a caricature character which showed a frustrated engineer who was experiencing difficulties on the shop floor.

From the problems shown in the caricature drawing, each ad showed how the problem was fixed, using a Paklog product. The ads ran for more than a year and was well accepted by the market.

To extend the life of the character, another campaign was developed around, the character, with an overlaid smile to show the end result of using the client's products. The ad shown here is one of the ads used in the later campaign.