In addition to our work for Sears Craftsman, we created successful DRTV campaigns for several other tool brands at Lockard & Wechsler: Positec and Worx. Though the 60-second spot was the bread-and-butter format for many of our executions in this category, we also developed :120s and :30s. Here's an example of how not to bore a consumer with two-minutes of selling.