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Previously, Scotts Turf Builder has focused its advertising on demonstrating the functional benefits of its all-in-one fertilizer. Zig instead decided to concentrate on the emotional benefit of having a great lawn, said creative director, Martin Beauvais.
“[Lawn care] is a guy’s thing,” he said. “There’s a great sense of pride. If your lawn looks fantastic, you’re the star of the block.”
The new 30-second spot, entitled “All-in-One Lawnmower,” features two men admiring the lawn of one of the men, who attributes the healthy grass to Scott’s All-in-One Turf Builder.
“Don’t you wish everything was all-in-one?” asks one. “Like a riding lawnmower with a built-in barbecue and flat-screen TV,” suggests the other. The two men start fantasizing about their new creation. The spot ends with the tag line, “The only one with the all-in-one particle.”
The ad retains the “turf builder” particle mnemonic used in past campaigns by previous agency Young & Rubicam.
It was important to keep some continuity between past and present efforts because “Scott spent quite a lot of money in the last couple of years trying to make that three-in-one particle idea stick in people’s brains,” said Beauvais.
The ad launched yesterday and will run for six weeks. Media Edge in Toronto handled the media buy.
