Advertising
the M32
Suburban Mower

An Advertising Study...

Product

M32 Suburban Lawn Mower

Tag Line

The new M32 Suburban is so gentle on your lawn, you could use it to trim your hair.

The Suburban M32's distinguishing feature is that its carbon blades are so sharp that they don't rip the grass, and they never need sharpening,

Concept and Ideas for the Ad

Shampoo and any ads related to hair always show amazing hair. It's eye catching, it sets expectations.

During the Pandemic, many people have not been getting professional haircuts.

A lot of folks did their own haircuts, with varying results.

There is a meme about "lawnmower haircuts"

We use this to bridge over to selling the Gentle Mower. It's so sharp and gentle, you can use it to cut your hair.

Don't try this at home (TODO: Talk to legal team about liability and Darwin Awards.)

Target Audience

The target audience are Men between 30 - 60 as they typically make the purchase decision on lawn mowers. (TODO: Verify with study)

We are targeting suburban home owners as they have lawns, and typically care about them a lot (TODO: Verify with study). By contrast, rural folks have larger, less groomed lots for which our M32 is not suitable, and city dwellers don't have lawns; and for golf courses, we have model MGC64.

As this campaign is shown all over the United States, it should show a diverse cast of somewhat idealized/stereotypical American characters. This fits with mowers being an iconic tool.

Script and Narrative

1. Open with quick shots of "pandemic hairstyles". About 12 diverse characters/hair modeling hair styles.

2. Composite shot: Show the same people cutting their hair using various techniques. Scissors, razors, trimmers, hedge trimmers, kitchen knife...Use stock footage or hire extras.

3. Reveal the M32, maybe on a pedestal, rotating. Showroom.

4. Composite shot: Start at center and zoom out to show a miniaturized M32 trimming each character's hair to perfection. FX. (Note: Patent the idea as a shaver and toy.)

5. Dissolve to show the M32 mowing a lawn. Golf course or other perfect lawn.
   Narrator: The new M32 Suburbans carbon blade is so swift and gentle on your lawn, you could use it to trim your hair. (Hire a voice that viewers will recognize (sound-alike is OK)).

Color Script

So. It turns out that this is pretty boring.

In fact. I don't need a color palette for every picture, I can just use one for the hair people, and one for the mowers. So sad.

How Can We Make a Cool Ad Art Work

So, the task for the design team is: How can you FIX the colors to be exciting, engaging, and fun?

Here is some concept art...