"Rightly-done work needs the right tools".
There, Rodsons went back to the least common denominator and won accordingly. No fuss, no pretenses, no gimmicks, just simple and plain advertising. Basically they went back to single-minded - something a lot of advertisers forgot as of late. Because when you deliver a unique message rather than a plethora of jumbled-talk, you end up delivering an ad that basically sells what you are offering.
Now, I am not a handyman (though I did fix the shower - thank you!) so I might not be the audience Rodsons is speaking to, but to all professionals and Do-It-Yourself enthusiasts, Rodsons might have a point.