Kubota tractors’ Grand X takes aim at luxury cars in campaign via Melbourne agency redhanded
Kubota Australia is launching its newest tractor, the Grand X, with a national campaign created by Melbourne agency redhanded.
The new model is a big step for the brand that has risen to lead the market for smaller tractors and hobby farmers. The Grand X adds extra power, a larger cabin, and many luxury features not seen in previous models.
The 60 second commercial parodies over-the-top luxury car ads. The imagery and voiceover put you in the mindset of Audi, Mercedes and BMW, but also includes plenty of so-called tractor porn.
The campaign titled ‘Sheer Tractoring Pleasure’ is the first major campaign by creatives Dan Forrestal (far left) and Tim Forte (near left) since moving to redhanded.
Says Forrestal: “By poking fun at luxury car ads we could use the conventions of that genre to sell, of all things, a tractor. And we got to make an ad with helicopter shots, models, winding coast roads, and animal metaphors.”
The campaign, which debuts Sunday 14 April on regional television nationwide, will then be supported by cinema, print, and online.
10 Comments
Love the owl.
I absolutely love this. If I wanted a tractor Id go test drive this one.
If you’re going to rip off the Carlton Draught strategy you might as well use their VO artist too.
So taking the piss is now owned by Carlton Draught? I think this is pretty damn funny given its a god damn tractor ad. I can only imagine how hard it would be to tell a tractor executive you were going to make fun of his beloved tractor…no i dont know the creatives, the agency, the director…no one. I just thought it was good
Funny!
Great stock shots that enhance the locally shot shots of the road, girl and in use product shot.. maybe you should have used a woman instead of a girl??
and agree love the owl.
I love it. Gave me goosebumps and I want to trade in my Golf for a tractor. Didn’t get an out loud laugh, but a good grin.
This is really sweet, I liked it a lot.
Great spot, well done Matt
Every shot was shot. I know, I’m the Observer.