BMP DDB has succeeded in making the idea of killing weeds funny in
its first work for Scotts, the gardening products manufacturer.
The TV ad features a voiceover that talks viewers through the heroic
lifecycle of a dandelion. We are told of the weed’s hardy nature and the
tenacious grip of its roots. The voiceover works up to a peak of
excitement, explaining that ’nothing can stand in its ...’. Two quick
squirts and a surprised ’oh!’ are then heard as the weed is killed with
the Scotts Pathclear Gun.
The fact that the ad is for weedkiller is deliberately kept from viewers
until the end of the commercial because the agency felt that consumers
would stop paying attention if they knew the subject matter from the
The 30-second ad, called ’hardy weed’, targets manual weeders who
already know that weeds are a problem but have so far been reluctant to
use a chemical killer. By showing how easy it is to use the weedkiller,
the agency hopes to encourage gardeners to overcome any prejudice.
The core target audience is women aged between 30 and 55 years old. The
agency felt that older gardeners already know how to cope with
The commercial, which breaks this week, was written by Tim Cordell and
art directed by Alex Bamford. It was directed by Kevin Thomas at Godman.
Media planning and buying is through BJK&E.
BMP picked up the bulk of Scotts’ pan-European advertising account at
the end of last year. The UK incumbent, Delaney Lund Knox Warren &
Partners, lost some of the Scotts brands in the reshuffle but gained
others, including Evergreen.