Precision drilling

There are a lot of holes in this ad for Makita.


advertiser: Makita
agency: Saatchi & Saatchi, South Africa

Power tool company Makita put its money where its mouth is when they got Saatchi & Saatchi in South Africa to develop this OOH ad for its precision drills. If you look really, really carefully, and we mean with a magnifying glass, you’ll notice that this is one ad that’s just full of holes. Over 20,000 to be exact. That’s how many were drilled – using Makita drills by the way – in order to create the image of the drill in the ad. The distances between the holes had to be carefully calculated in order to get the image’s tones right. Now that’s some serious drilling.