BMP uses humour in debut spot for Scotts

BMP DDB has succeeded in making the idea of killing weeds funny in its first work for Scotts, the gardening products manufacturer.

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

outset.



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

weeds.



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.



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