Charming “theatrical setting” departs from lawn-category conventions
MINNEAPOLIS – In its new “Treadmill” spot, Campbell Mithun runs a lawnmower on a grass-covered treadmill to demonstrate Toro’s Personal Pace® technology for walk power mowers. A stagecraft neighborhood scene spins in the background as the hero hurries to beat the weather, slows for a whistling bird, and hustles away from a barking dog -- all while adjusting the pace of his Toro® mower accordingly on the grassy treadmill deck. “Whatever speed you want to go,” declares the voiceover, “one mower will match your pace.”
“The strength of this spot is its theater,” said Heath Rudduck, Campbell Mithun’s chief creative officer. “Of course, no one mows grass on a treadmill – but the simplicity of the scene absolutely captures what we all experience – and the product gets to be the star.”
Props and placards drop down from above on “puppet strings” to portray iconic symbols of the spring season. The team used a combination of practical props and digital animation to create the spot.
“Communicating the subtle benefits of the Personal Pace technology can be difficult,” said Rob Little, director of marketing for Toro’s Residential and Landscape Contractor Businesses. “But people understand the need to control the speed of a treadmill, and a responsive treadmill directly showcases the pacing benefit of this innovative mower.”
“Treadmill” runs nationwide through May. The media plan also includes airing the “Equal Opportunity Mower” spot created by Campbell Mithun in 2011 to showcase Toro’s TimeCutter® zero turn riding mower with Smart Speed™ control system.
Agency Credits for “Treadmill”
Chief creative officer: Heath Rudduck
Executive creative director: Reid Holmes
Copywriter: Paul Brink
Art director: Chelsea Klevesahl
EVP/director of integrated production: Kathy DiToro
Executive integrated producer: Bill Smallacombe
Production Credits for “Treadmill”
Production studio: Moo Studios
Executive producer: David Lyons
Director: Andy Huang
Line producer / production manager: Rich Payne
Music: Emoto Music (Los Angeles)
About The Toro Company
The Toro Company (NYSE: TTC) is a leading worldwide provider of turf and landscape maintenance equipment, and precision irrigation systems. With sales of nearly $1.9 billion in fiscal 2011, Toro’s global presence extends to more than 90 countries through its reputation of world-class service, innovation and turf expertise. Since 1914, the company has built a tradition of excellence around a number of strong brands to help customers care for golf courses, sports fields, public green spaces, commercial and residential properties, and agricultural fields. More information is available at www.toro.com.
