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Integrated
ScottsbLawnService: Satisfaction
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The first work created by MullenLowe—“Scott for Scotts”—features a fiery brand protagonist played by Kristofer Hivju, who many may recognize as Tormund from Game of Thrones. Scott had retired in 2013, but given America’s post-pandemic lawn and gardening explosion, it seemed like the right time to bring him back.
The new Scott is an affable man with a commanding presence and hails from the Scottish Highlands, where he developed a passion for grass. He has since declared it his noble obligation to inspire and educate homeowners. To help as well as protect them from mistakes that can be easily resolved with Scotts lawn care products, Hivju embodies the character with nuanced humor and invites consumers into his relentless pursuit for lawn perfection in a slightly unhinged but inspiring way. The campaign will go live across TV, OLV, streaming audio, display, and paid social and owned media channels. Consumers can also tap into Scott’s expertise with #Scottline across social channels.
VP Group Executive Producer: Brian Smith Related |
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