Work April 20, 2017

New Ads for National Guard Products Sell Hinges with Humor


When you’re in the business of manufacturing threshold products, lite kits, louvers, and glass for commercial wood and steel doors, you need to be creative to catch customers’ attention. That’s why National Guard Products chose inferno to help promote the launch of their new continuous hinge offering. National Guard Products wanted a print ad that highlighted the new product line, but primarily focused on their unparalleled commitment to customer service. The personal, conversational tone used throughout NGP’s communications inspired inferno’s creative. Rather than simply creating a tear sheet of product features and stats, we created two playful ads that convey NGP’s point of differentiation – their reputation for reliability, consistency, and conscientious service. Both ads feature duck imagery – a nod to their love of duck hunting – and use humor to demonstrate that NGP isn’t just another offshore manufacturing company, but a family-owned business that guarantees “the products you count on, the people you trust.”