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Group745
Group745
Group745
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Group745
Creative in association withGear Seven
Group745
Things Get Filthy in Barton F. Graf 9000's Deadpan Nature's Care Spots
23/03/2015
102
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Director Matt Dilmore gets down and dirty for new campaign
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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.


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