Urge Northern Tool to Cancel Inappropriate Ad

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Northern Tool + Equipment offends conservative parents in one of its latest commercials. One Million Moms has received many complaints about the “Pardon my French” ad that uses crude humor with insinuated profanity. The ad promotes the use of Northern Tools to prevent fathers from sounding like a “drunken sailor” when using alternative brands.

In an attempt to appeal to the DIY homeowner, the Father’s Day promotion uses relatable scenarios to highlight reliability and quality over cheap tools.

Unfortunately, the entire commercial uses inappropriate language, including:

“Son of a biscuit!”

“What the fudge?”

“Mother of pearl!”

“Why am I cussing like a drunken sailor? To illustrate what happens when cheap tools from the discount store crap out.”

As the ad draws near its closing, a viewer only has to read the closed caption to understand the unnecessary words implied: “Use good tools and avoid saying things like, ‘I’m going to throw this BEEP piece BEEP BEEP in the trash can.’”

Finally, the ad ends with the line, “Northern Tool and Equipment, pardon my French.”

Foul language (or implication of it) is unnecessary in this or any advertisement. Yet, that is apparently what Northern Tool intended with this inappropriate ad with profane insinuations used throughout its newest commercial.

Everyone knows children repeat what they hear. Northern Tool should be more responsible in its marketing decisions.

Northern Tool has deliberately chosen to produce controversial advertisements rather than wholesome ones.

Let Northern Tool know that, as a parent and a consumer, you are disgusted by its recent marketing choices. Northern Tool needs to know parents disapprove!

If you agree that this “Pardon my French” marketing campaign is inappropriate, please sign our petition urging Northern Tool to cancel this commercial immediately.

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