How do you sell tools to the Maxim man? In a very suggestive manner, of course. So Mullen has done just that in new print and outdoor ads for Stanley, part of a multimedia blitz that includes TV and online ads and even wildpostings. "We were finding through our research that while our overall brand awareness is still high, we need to become more relevant to the new generation of consumers," says Scott Bannell, Stanley's marketing director. "We need to connect with the younger professional and consumer in an emotional and impactful fashion." So we get a sex drug reference in a tape measure ad, and something called a stud finder does "the nasty." The work is "about celebrating some of the world's best hand tools and the people who use them," says Mullen CCO Edward Boches. "Stanley's new tools are strikingly beautiful, ergonomic and innovative." Which may explain why there aren't any hotties handling the equipment