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ScottsMiracle-Gro's Bright and Sunny Super Bowl Spot Inspires Consumers to ‘Keep Growing’

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The star-studded 45-second commercial set in the ultimate backyard features beloved celebrities enjoying their favourite outdoor activities

ScottsMiracle-Gro's Bright and Sunny Super Bowl Spot Inspires Consumers to ‘Keep Growing’
Whether it’s playing catch with the kids, learning to garden, connecting with neighbours, or just sitting back and relaxing, people are enjoying their outdoor spaces like never before. On the heels of a surge in lawn and garden care that drove more than 25 million new consumers to the category in the past year, ScottsMiracle-Gro today unveils its first-ever Super Bowl commercial.

The spot, which will run during the second quarter, highlights those special outdoor moments we’ve all grown to love and appreciate and features celebrity cameos from John Travolta and his daughter, Ella; Martha Stewart; actor Leslie David Baker; NASCAR driver Kyle Busch; actor Carl Weathers; and fitness instructor Emma Lovewell.

The upbeat and optimistic ad encourages gardeners - both new and experienced - to 'Keep Growing' with the chance to win the lawn and garden of their dreams. Forty-two lucky winners (one for each day between the game and the first day of spring) will receive $15,000 and a personalised consultation with a lawn and garden expert. Consumers can learn more and enter the Scotts and Miracle-Gro Dream Lawn and Garden Giveaway by visiting the website or texting 833-835-3535 to be sent a link to the entry page.

“With the unparalleled passion and enthusiasm we’re seeing around lawn and garden care, particularly among new Millennial homeowners, it seemed only fitting to kick off our busy spring season under the bright lights of Super Bowl LV,” said Josh Peoples, chief marketing officer, ScottsMiracle-Gro. “Our backyards have always offered us an accessible, yet meaningful connection to the outdoors and with this giveaway, we’re giving even more people an  opportunity to experience all that the outdoors has to offer, right in their own backyards.”

The fun and witty spot - created in partnership with creative agency VaynerMedia - highlights the many ways our backyards play an important role in our lives. The commercial also introduces a new spokesperson, Pete, a lawn and garden expert, who strolls through a colourful backyard backdrop, stopping to engage with celebrity talent as they enjoy the outdoor space in their own unique ways. John Travolta captures a dance video with his daughter, Ella; Martha Stewart tends to the vegetable garden; Kyle Busch trades a race car for a ride-on mower; Carl Weathers chips golf balls; Emma Lovewell sneaks in a core workout; and Leslie David Baker fires up the grill.

“The idea behind this Super Bowl campaign is a continuation of what we’ve been doing for our brands over the last year - building relationships with new consumers who have entered the category,” said John Sass, vice president of  advertising at ScottsMiracle-Gro. “We’re meeting them where they are, from TikTok to Instagram to the Super Bowl, with breakthrough and dynamic creative ideas that we’ve crafted with our partners at VaynerMedia.”

The Super Bowl commercial marks the launch of ScottsMiracle-Gro’s biggest marketing push with a fully integrated eight-week program leading up to the first day of spring. The campaign includes a multi-platform approach across channels such as Facebook, Instagram, Twitter, TikTok, YouTube, Snapchat, and OTT, and will utilise a volume of content to engage consumers and drive further awareness for the brands.

The 45-second Super Bowl spot was directed by Martin Granger, one of the most sought-after comedic TV commercial directors in the world. He’s directed award-winning campaigns for Progressive, Bud Light, and Skittles, among others. 

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Client: ScottsMiracle-Gro

Campaign: 'Keep Growing'

Chief Marketing Officer: Josh Peoples

Vice President, Advertising: John Sass

Vice President & GM, Marketing: Tim Martin

Vice President, Digital Marketing, Media and Operations: Bill Liftin

Group Account Director: Laura Calhoun

Director, Integrated Planning & Social Media: Lauren Clinton

Director, Digital Experiences: Ryan Browder

Director, Performance Marketing and Analytics: Conrad Bowman


Agency: VaynerMedia, New York

Chief Creative Officer: Rob Lenois

Executive Creative Director: Mike Pierantozzi

Creative Directors: Tim Clarke and Alex Mulhearn

Design Lead: Zeus Alvarez

Copywriter: Andrew Weinberg

Copywriter: Johnny Dantonio

EVP: Nick Miaritis

SVP: Connor Bryant

Account Director: Alex Slavin

Chief Strategy Officer: Wanda Pogue

VP, Strategy: Amanda Simons

Chief Production Officer: Aaron Kovan

Senior Producer: Chloe Heller

VP, Director of Business Affairs: Jaymie Lipman

Director, Financial Operations: Caitie Collins

Director, Project Management: Imran Tahir

Project Manager: Jackie Cotton

EVP, Media: John Terrana

VP, Media: Christie Crawford

Associate Director, Media: Will Taylor

Sr. Media Analyst: Mathew Kielian

Media Analyst: Wil Rampersaud


Production: Moxie Pictures

Director: Martin Granger

Executive Producers: Karol Zeno & Jodi Fisher

Producer: Heidi Soltesz


Edit: Cosmo Street

Producer: Maura Woodward

Editor: Tom Sherma

Colour: Company 3, Tim Masick

Music and Sound Music: JSM Music

CEO/CCO/Co-Composer: Joel Simon

VP, Executive Producer: Jeff Fiorello

Producers: Norman Felker, Andrew Manning and Sharon Cha

Song: 'Sunday Best' by Surfaces

Categories: Home, Garden

VaynerMedia, Tue, 02 Feb 2021 16:25:39 GMT