Barton F. Graf 9000 are getting dirty with their new launch campaign for Nature’s Care Organic Garden Soil brand for their client, The Scott’s Miracle-Gro Company – but not in the way you think. The product is celebrated in the spots with a 40-foot-high monument of dirt, two regular guys dryly commenting on it, and the tagline, “That’s some good dirt.” In a category that usually puts the emphasis on storybook vegetable gardens, Barton F. Graf 9000 wanted to make the dirt pile the hero instead.
The :30 “Can I Touch It? launched on TV on Monday, and the spots “Wet” and “Colors” will air 4 weeks from now. The integrated campaign also includes a series of New Yorker-like cartoons on Pinterest that are a juxtaposition to the shiny world of garden infographics; and in April, they’ll do a funny take on the giveaway sweepstakes: whoever guesses the amount of dirt in the pile wins it.