Made for the Bold: STIHL Launches New Made for America Ad Campaign
From smokejumpers to wildfire crews, the new STIHL ad campaign honors the brave professionals who risk everything to protect our lands
VIRGINIA BEACH, Va., May 27, 2025 /PRNewswire/ -- In the face of danger, Americans count on the bold to answer the call – and the bold count on STIHL. For nearly a century, STIHL has built power equipment to ease the efforts of those working with and in nature – from wildfire fighters to ranchers and beyond. That legacy lives on today in the hands of hardworking men and women who shape, care for, and protect our nation's outdoor spaces. These stewards of the land rely on STIHL tools to get the job done, especially when it matters most. To honor their tireless efforts, STIHL is proudly launching the Made for America ad campaign – a tribute to the everyday heroes who build, preserve, and beautify the landscapes we all depend on.
Dependability defines STIHL products, and the same is true for the professionals who rely on them. The Made for America campaign launches with 60- and 30-second broadcast spots showcasing the unwavering commitment of exceptional – but often unsung – Americans called to serve the land, including smokejumpers, wildfire firefighters, ranchers, and construction workers. By drawing parallels between these resilient individuals and the tough tools they trust, the ads highlight the essential, often overlooked work they do and the need for equipment that's as reliable as the people behind it – whether on the frontlines or the front lawn.
"Whether we need to cut trees down or open up a hole in a roof so that our firefighters inside that house get some relief, we use STIHL products because they're dependable," says Darrell Sales, a wildland firefighter from San Jose, California, featured in the campaign. "Participating in this campaign was an opportunity for me to give back to the brand that helps my team conquer the fear of what we do on a daily basis through reliable products that work when we need them to."
Additional campaign materials spotlight professionals like arborists, landscapers, residential firefighters, and loggers — bringing to life the dangers and daily challenges they face, all while relying on STIHL to get the job done.
"Since day one, STIHL has built tools for those who dedicate their lives to the land – not for recognition, but out of purpose," says Eric Bjorling, Vice President of Marketing for STIHL Inc. "Some run toward danger, while others quietly shape the land. All deserve to be seen. The Made for America campaign is our tribute to these unsung heroes – the people who rely on our tools when it matters most, and whose work leaves a lasting mark, even when no one is watching."
To give back to the men and women that give their all to the land day in and day out, STIHL Inc. has partnered with Team Rubicon to donate $50,000 in tools and funding. Part of the donation will provide battery-powered equipment to Team Rubicon West Branch as they work to prevent and recover from wildfires. The rest will support the Ready Reserve fund, Team Rubicon's disaster response organization.
In collaboration with STIHL Inc., Red Letter Communications, STIHL's creative agency of record, developed the campaign's creative content, which rolled out on May 19, 2025 across national networks such as CNN and FOX News, cable channels such as Newsmax and The Weather Channel, and popular streaming platforms such as FuboTV. The ads will also be amplified across mobile and digital placements as well as promoted in-stores and via email marketing and social media.
To learn more about the campaign – and learn the personal stories behind the faces featured in the creative – visit STIHL USA | Made for America. In addition to docu-style video clips, the website features a product collection highlighting equipment with endorsements from the pros using them every day.
For more information on STIHL Inc., visit www.STIHLusa.com.
About STIHL Inc.
As the #1 selling brand of gas- and battery-powered handheld outdoor power equipment in America among U.S. professional landscapers*, STIHL is renowned for its legacy of innovation, durability, and performance. From chainsaws and trimmers to blowers and mowers, STIHL products are trusted by professionals and homeowners alike and are sold through a network of more than 10,000 authorized local STIHL Dealers—not big box stores. STIHL Inc., the U.S. affiliate of the global STIHL Group, employs more than 2,300 people and manufactures over 100 STIHL models at its 150-acre campus in Virginia Beach, VA.
*"Number one selling brand" is based on 2007-2024 syndicated and commissioned surveys and 2023-2024 surveys conducted by Irwin Broh Research of the U.S. professional landscaper and tree care markets.
facebook.com/stihlusatwitter.com/stihlusa /@stihlusa youtube.com/stihlusa
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SOURCE STIHL Inc.
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