Tooling Up

Screen: The Chicago Production Weekly, December 1997

Roger Bain of the Arlington Heights agency bearing his name has comes up with a combination sitcom-infomercial that promotes hand and power tools sold by his client, Berland's House of Tools. Dwight Sherman, owner of Berland's, is the show's host, Mr. Toolman.

Only two "Tool Tv" half-hour episodes are produced each year, for fall and spring periods. They run daily on independent cable outlets, currently on WJYS-TV in Tinley Park, which also reaches non-cable households.

For the past four years, VPA Creative Studios of Des Plaines produces and edits the shows for a budget of $25,000 each episode. Toolmakers, such as Bosch, Porter Cable, Delta Makita, and Milwaukee, contribute to the cost through Berland's.

Because the show is great fun it's memorable and has a strong viewer recall, said VPA operations manager Tony Zeppo. "We have a Tooltime widow whose husband is always at the store looking for tools. Female singers will sing about tools, like "All I Want for Christmas is a Whole Lotta Tools" and many other gags relating to the products.

"Tool TV" tapes most of its fall episode from the floor of the National Hardware Show at McCormick Place, Zeppo notes. It is shot on Beta and Paul May edited on digital Beta. Bain produced and directed.

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