'The Crown Tools' celebrate Queen Elizabeth II's Platinum Jubilee

The United Kingdom's longest-reigning monarch, Queen Elizabeth II, celebrates her Platinum Jubilee on the weekend of June 2nd 2022, the date she was crowned in 1952 as a 26-year-old mother of a four-year-old child, Prince Charles. The nation was still recovering from the traumas of World War II, during which the young princess had trained as a truck mechanic and driven various military vehicles including ambulances (https://www.standard.co.uk/insider/royals/queen-elizabeth-world-war-two-mechanic-ve-day-a4432841.html). This ad campaign for multi-channel retailer Toolstation, one of Britain's fastest-growing tool suppliers ,will surely strike a chord with the mechanically minded monarch. The cheekily named 'Crown Tools' riff off the world-famous Crown Jewels, a collection of priceless treasures comprising more than 100 objects and over 23,000 gemstones, which are part of the Royal Collection held in trust by the monarch for the nation. The one-off set of thoroughly modern tool treasures was designed and hand-crafted by another Elizabeth, artist Elizabeth Melinek, using a combination of 24-carat gilding and gold plating, and working with a wrench, claw hammer, chisel, trowel and mixing paddle from Toolstation's own ranges. To complete the outreach scope, Toolstation invited the public to nominate "the rightful Heir to the Crown Tools" from UK tradespeople they know. The winner was set to receive a Jubilee Prize of £500-worth of tools of their own choice. What do you think? Does it put Toolstation a cut above the rest in marketing terms while marking the Platinum Jubilee in a style deftly uniting practicality with tradition, dedication, pomp and craftsmanship?

Keywords: Toolstation Platinum Jubilee, The Crown Tools, Queen Elizabeth II Jubilee 2022, Elizabeth Melinek, Platinum Jubilee ads, krow Group