Ryobi roars into life with new Cordless Lawnmower campaign via Fenton Stephens
Petrol powered lawnmowers are going the way of the dinosaurs and that’s exactly what Ryobi and Fenton Stephens have brought to life for a new campaign for the new 36v HP brushless battery mower.
In the launch TVC, a Ryobi mower user watches as his neighbour tries to fire up a prehistoric petrol mower. With a puff of smoke, the neighbour is transformed into a Jurassic Park-worthy velociraptor.
Says Robert Knott, marketing manager, Ryobi: “Our ambition is to show consumers that there is an alternative to petrol! With the incredible development in battery technology, we can now deliver the same level of performance with much greater convenience and without the petrol emissions.”
Says Alex Fenton, executive creative director, Fenton Stephens: “With Ryobi, we’ve evolved a playful tone over a number of years and this campaign certainly pushes us a little further along this path. In terms of a vivid demonstration, turning a metaphorical dinosaur into a living, breathing version was loads of fun. And we also managed to give a lot of neighbourhood kids a thrill on shoot day when they got to stand on the sidelines and watch a giant puppet dinosaur.”
The television commercial will be supported by print and digital executions.
Client: RYOBI
General Manager – Customer and Strategy ANZ: Kon Romios
Marketing Manager ANZ: Robert Knott
Head of Creative ANZ: Chris Heywood
Agency: Fenton Stephens
Chief Creative Officer: Alex Fenton
Senior Copywriter: Mat Garbutt
Senior Art Director: Chris Haydon
Senior Social Media Manager: Ned Considine
Director of Strategy: Simon Antonis
Producer: Lisa Ramsey
Group Account Director: Lucy Ranger
Account Director: Rowie Johns
Production Company: Truce Films
Director: Nicholas Clifford
Executive Producer: Michael Ciccone
DOP: Ed Goldner
Producer: Brendan Lee
Production Design: Bianca Milani
Editor: Michael Houlahan- The Institute of Post
Colourist: Ryan Brett CSI
Post Production: Manimal Post
Online: Ryan Brett
Post Producers: Kate Reynolds and Hannah Byrnand
6 Comments
Lame
Show it and say it. And then say it again. And then put it in a super, too.
Corny, but makes a point I guess.
A good one to release on a Friday arvo makes ryobi look like a dinasore works in the opposite way intended
Dinasore. Well done for ‘sounding it out’.
Bought one took it back straight away give me the petrol one any day dont know whar grass you are meant to cut with this thing