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Wednesday, April 17, 2013

No mowers are mowing in Campbell Mithun’s spring “Phenomenon” work for Toro

Campbell Mithun’s spring ;Phenomenon” work for The Toro Company goes from “mow” to “mowed” in the blink of an eye (magic!) to dramatize the time-saving benefits of Toro’s TimeMaster™ 30-inch walk-behind mower and TimeCutter® zero turn rider. In a departure from the show-a-mower-mowing tradition, the spots present the “time machine” benefits: a pristine-looking lawn and a 40 percent time savings when mowing.
“We wanted to give the consumer credit for knowing what ‘a lawn mower cutting grass’ looks like,” said Reid Holmes, executive creative director at Campbell Mithun. “That product demo happens in your head. What we show here is the beautiful result.”
“People continue to prioritize how they spend their valuable free time,” explained Rob Little, director of marketing for Toro’s Residential and Landscape Contractor Businesses.  “We’re addressing that need with time-saving mowers that deliver a great result and help people more quickly move on to other activities. We’d like to think they’re spending less time mowing – and more time enjoying – their yards.”
“Phenomenon” runs nationwide through May. The media plan also includes airing the “Treadmill” walk-behind mower spot created by Campbell Mithun in 2012. Both spots help support Toro’s brand promise – delivering smart features and timeless dependability – reflected in seasonal executions of the company’s “Count on it” series.
Agency Credits for “Phenomenon”
Chief creative officer:  Heath Rudduck
ECD / copywriter:  Reid Holmes
Art director: Heath Rudduck
Executive integrated producer:  Bill Smallacombe
Project management: Maria Roepke
Account leadership: Jim Romlin, Maria Roepke
Production Credits for “Phenomenon”
Director: Steve Chase
Production studio: Oil Factory Inc.
Editor/Post-production company: Charley Schwarz / Schnitt Edit