Qualcast makes TV comeback with radical campaign

Qualcast, the lawnmower manufacturer, returns to TV for the first time in nearly ten years with a brand-building drive through Wunderman Cato Johnson.

Qualcast, the lawnmower manufacturer, returns to TV for the first

time in nearly ten years with a brand-building drive through Wunderman

Cato Johnson.



Four different commercials set in a perfect English garden have been

produced with a dual objective: to launch the Cyclone 6000 as the

lawnmower for the ’reluctant gardener’ and to establish a brand

positioning for Qualcast after a long absence from the public eye.



Each ad features a South American revolutionary character who is

passionate about gardening. This character inspired the overall brand

positioning of Qualcast. The campaign’s endline reads: ’Qualcast -

gardening power to the people.’



In the first of two ’red nob’ executions, the revolutionary character

points to the Cyclone 6000’s red nob and says it’s to tell you when the

grass box is full. The shot cuts to a scene of him holding the grass box

aloft, shouting, ’Demand a red nob’, as the grass cuttings fall all over

him.



In the second, the character holds up the grass box, shouting: ’For too

long, people have been kept in the dark about the contents of their

grass box.’ The cuttings fall out on top of him as a voiceover reads the

’power to the people’ endline.



Another execution highlights the fact that the Cyclone has 6,300

revolutions per minute, while the fourth reveals that it picks up grass

as it cuts - even from side to side. A shot of the character in close-up

has him saying in suitably sinister style: ’There is no escape from the

revolution!’



The commercials were written by Roger Morris and art directed by Des

Morgan. They were directed by Peter Richardson through Tiger Aspect.

Media planning and buying is through Mediapolis. The ads break this

Thursday.



Because the main period for lawnmower sales starts in the spring, the

commercials had to be shot early in the year. To guarantee fine weather

and the perfect ’English’ garden setting, they were shot in South

Africa.



The director of photography for the Qualcast commercials was Oliver

Stapleton, who has worked on films such as My Beautiful Launderette and

Accidental Hero.