Tool manufacturer Craftsman has launched a new online reality show aimed at the least handy group of people.
The new original web series is called Screw*d and is seeking “one tool-clueless person” to subject to “a series of intense, even high-risk tool and survival challenges” in order to transform him or her into “the ultimate handyman.”
The challengers will be able to consult the world of internet DIY as they complete tasks at a 10-week boot camp. The winner will receive a $50,000 stipend and room and board in Chicago, IL. Submissions opened June 2 and will close today on June 7. Over 300 hopeful contestants have submitted two-minute videos touting their unhandiness so far.
The top 5 “Mopst Screw*d” candidates will be selected by the online masses and put to the test. The exploits of those wannabe handymen and handywomen will be documented, edited, and uploaded to the internet in a dozen-or-so three to four-minute installments. The public will then again vote for “The Screw*d One,” who Craftsman will reveal on August 8 and congratulate with some new tools and a check.
Ryan Ostrom, Divisional Vice President for Digital Marketing for the Craftsman, Kenmore and Diehard brands at Sears, told the New York Times that the challenges would be “uncommon to the everyday tool experience.” Advertising agency Young and Rubicam of Chicago engineered the campaign, which, if the series is half as engaging as the trailer above, will definitely be a branded entertainment web series to watch.