Stanley has subjected its FatMax Box Beam level to a challenging aerial stunt to back up its claim that it is the strongest it has ever made.
It asked the nine professional tradesmen that make up its Tool Jury - who try, rate and review Stanley's new tools - to come up with extreme ways in which to test the level's strength and accuracy, and invited Stanley forum members to vote for the best.
The winning proposal involved dropping the level out of a Flyonix remote control helicopter onto a solid and very rocky quarry in Wales.
Filmed by the crew from BBC TV's Top Gear, the stunt saw the FatMax Box Beam level dropped from heights of up to 150ft and subsequently remain intact as well as maintaining absolute accuracy.
Click here to watch the event take place.
Tool Jury member Kevin Bailey said: "To a professional tradesman an accurate level is critical. However, working on a building site it's often dropped and thrown around, so needs to be tough to withstand the wear and tear.
"I had a fantastic day filming in Wales. I was staggered that even from a maximum height of 150ft the FatMax Box Beam level was completely unscathed and, incredibly, still provided a completely accurate reading."
A campaign supporting the Stanley FatMax Box Beam is now running on talkSPORT until mid September.