Scotts Canada mows suburban male pride

In a humourous new television campaign, Scotts Canada compares the two things men supposedly care about most: a lush lawn and a full head of hair.

Scotts Canada, a lawn and garden care product, recently launched a new television campaign for its Turf Builder fertilizer products. The spots, created by Toronto-based Zig, compare the two things many men cultivate with pride: a lush lawn and a full head of hair.

Featuring mock testimonials from men who have restored their thinning, patchy lawns by using Scotts Turf Builder, the spots are running through May throughout English Canada on Ontario conventional and national specialty television like HGTV and CHTV among others. The media buy was handled by Mediaedge:cia.

‘The nature of Scotts products means there are a lot of messages to share to educate consumers on how to manage their lawn, and what differentiates Scotts from the competition,’ says Martin Beauvais, ECD at Zig, in a release. ‘Using this tongue-in-cheek format made sense not only because men can relate to the subject matter, but also because it allowed us to drive home a lot of key points about the products.’

Targeting suburban male homeowners 35 years old and up who take pride in their property, ‘Water Smart’ and ‘Multiple Feedings’ are currently on air while ‘Winter Care’ will launch later in the year (hopefully, much later).