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Char-Broil Sears MSN TV
Sears: Craftsman RoboGrip Pliers

A trusted spokesperson told the story. We asked Bob Vila, a recognized home repair and television personality, to host the first RoboGrip spot. In the spot, he visits a man working in his garage and demonstrates the superiority of the RoboGrip over the slip-joint pliers the man is using. He also tells the man's wife that if she could only have three tools in the house, RoboGrip should be one of them.

RoboGrip has become the best-selling tool at Sears. When it first aired, our spot created such demand both at retail and through direct response that Sears temporarily ran out of RoboGrip Pliers. And to date, over four million have been sold.
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