Robot 6
The Technician saves Justice League in weird DC/Craftsman comic
If you’ve been longing for a story in which the hero is a power tool then, boy, do I have a comic for you.
Created by DC Entertainment and Craftsman, Craftsman Bolt-On System Saves the Justice League — yes, that is the title — introduces the world to The Technician, a square-jawed fix-it man tasked with keeping the Hall of Justice in working order. Everything from Wonder Woman’s invisible jet to the Batmobile to the security system at the Justice League headquarters are maintained with a squeeze of the trigger on the cordless drill/driver. (Never mind that a team that boasts Cyborg, Batman and The Flash could probably handle all of that itself).
However, The Technician isn’t merely a repairman. No, he’s the overalls-wearing, 5 o’clock shadow-sporting champion who — with the aid of the attachable hammer drill, impact driver and other what’s-its — takes down The Key and … well, I don’t want to spoil it for you. But The Technician is all that and modest, too, admitting, “It was my Craftsman Bolt-On Tool System that saved the day. Couldn’t have done it without this!” So, really, The Technician is more like the Craftsman Bolt-On Tool System’s sidekick.
The custom comic, written by Joshua Williamson and illustrated by Christian Duce, will be available for free Oct. 11-14 at the DC Comics booth at New York Comic Con, where, according to Forbes, there will be “a live-action project build of The Technician’s headquarters using the Bolt-On tool.” Fan will also be encouraged to upload their own ideas for The Technician’s next adventure.
If you can’t make it to NYCC, or simply can’t wait that long, you’ll be able to download a digital version of Craftsman Bolt-On System Save the Justice League from the Craftsman website beginning Oct. 1.
But Craftsman doesn’t want to stop with comics; the company thinks The Technician has a bright future. “We see lots of potential with The Technician,” said Michael Castleman, president of Kenmore, Craftsman and DieHard. “We want to engage the reaction of the community first to see if they respond to it, but there are multiple paths we can go down. The key for us is to engage, educate, and obviously sell products. We’re very open to other formats, including video games.”
Check out some pages from The Technician’s first adventure below.



19 Comments
ed
September 27, 2012 at 1:30 pm
poor cyborg…replaced buy a drill lol
The Mick
September 27, 2012 at 1:36 pm
Maybe they could do a crossover with NFL Superpro.
Dekko
September 27, 2012 at 1:45 pm
The art’s much better than the typical type of promo throw-away comic…
And who does maintain that massive Watchtower/Hall of Justice thingie anyway? It’d be a bit demeaning to ask Cyborg to fix a creaky door…
Flip Maker
September 27, 2012 at 1:48 pm
I remember those Radio Shack comics staring Superman, Batman and Wonder Woman from my childhood, so I know this is nothing really new. Leveraging the IP DC has is important to company growth, I get it. BUT, I hate this so much. If it was just these heroes used in some ad campaign I’d still cringe a bit, but creating an entirely new corporate hero and having him standing side by side with these heores really makes me feel dirty, and definitely not in a good way. It lessens the characters, in my opinion.
Paul
September 27, 2012 at 2:12 pm
So this is corporate “synergy” in real form. The nu-Justice League used to sell power tools?
What’s next, Flash wearing Adidas? Batman pushing anti-depressants?
And who wrote and drew it?
Tyler Gross
September 27, 2012 at 2:49 pm
I’d be down for The Flash selling Adidas.
uncaringmachine
September 27, 2012 at 2:53 pm
Hey, why is Wondy wearing those pants she was originally going to be outfitted with? I like em, anyhoo…
MattComix
September 27, 2012 at 3:16 pm
Oh lookit a Craftsman comic featuring the new WILDCats.
Dean
September 27, 2012 at 4:32 pm
For me, the weirdest part is the suggestion that the entire Justice League has to turn out to fight the Royal Flush Gang.
Zor-El of Argo
September 27, 2012 at 7:23 pm
Reminds me of the times when Superman teamed up with “The TRS-80 Computer Whiz-Kids.”
sandwich eater
September 27, 2012 at 8:19 pm
I hate product placement. This lacks even the basic charm of the Hostess Fruit Pie ads.
Shamus
September 27, 2012 at 9:18 pm
Do they still make Hostess Fruit Pies? I guess even the superheroes couldn’t save them.
Danny
September 28, 2012 at 6:48 am
DC Comics is controlled by the four stooges (Geoff Johns, Dan Didio, Bob Harras, and Jim Lee).
DeleteMyComment
September 28, 2012 at 8:52 am
We need more of these. This is not unlike the Archie Radio Shack comic, Spider-Man Aim toothpaste comic, and many others throughout the years. With the important difference being, back then we had spinner racks – whereas now, this kind of promotion may be one of the few ways to get comics somewhere where they’re not usually found
sandwich eater
September 28, 2012 at 11:43 am
Shamus, I’ve seen something that looks like Hostess fruit pies in a convenience store. They have a different name, and I’m not sure if it’s the same company as Hostess. I wouldn’t call them good, but I can’t say that they’re bad either; I’d rather have a slice of freshly baked pie, though.
Dekko
September 28, 2012 at 12:46 pm
Sandwich Eater: I wouldn’t call this “product placement.” If something like this happened in the middle of an *actual* JLA comic, then I’d spit on it and throw it down the crapshoot, but I’d much rather they use the characters for Subway inserts or this kinda thing rather than have them try to advertise to us in the middle of a regular series.
DeleteMyComment
September 28, 2012 at 1:44 pm
Wonder Woman’s costume is hilarious
David
September 28, 2012 at 6:50 pm
There are indeed still Hostess Fruit Pies:
http://www.hostesscakes.com/products/fruit-pie
Me, I think I’m just disappointed that the ad/comic uses the “New 52″ versions of the characters. Perhaps the new uber-violent Aquaman and Wonder Woman impale and dice up the Key together in the finale using Craftsman tools!
Darkflame
October 2, 2012 at 10:36 am
Linkaras future is secure then.