Sunday, February 17, 2019
You are here:

Baldwin&, KIOTI Tractor Treat Customers Like Dirt

By

Robert Goldrich
Monday, Aug. 20, 2018

838 views

Log in or register now!

In this spot for KIOTI Tractor from Raleigh, NC-based ad agency Baldwin&, the strategic decision to treat customers like dirt paradoxically equates to doing good business. Titled “We’ll Treat You Like Dirt,” the piece focuses on what tractor owners prioritize most--hard, dirty work on their land and the satisfaction that comes from doing the work themselves. The campaign features dirt in every form and on every surface--hands, faces, work boots, shovels and especially tractors—to show appreciation and respect for one of the most fundamental aspects of tending to the land: dirt. 

“In the tractor market, advertising is all perfect people and shiny tractors across every brand, which isn’t accurate to the tractor life style,” said Russell Dodson, executive creative director at Baldwin&. “Showing perfectly groomed models driving squeaky clean machines would have been a miss. Our clients at KIOTI agreed that the best way to show our audience that KIOTI ‘gets it’, was to express our love for that ‘brown gold’ that all the others wipe off before the camera starts rolling.”

The “Treat You Like Dirt” ad opens with a shot of a KIOTI tractor pulling out of a barn, startling a deer, as a male voiceover promises, “At KIOTI, we’re going to treat you like dirt. Because we hold dirt in the highest regard.” 

The closing focuses on dirt’s virtues: “We’re honored to find it under our fingernails. Lucky to be caked in it at day’s end. And we count our blessings every time we’re able to return to it...Dirt gets taken for granted by most. But if you know us, you know getting treated like dirt means getting treated with respect.”

Chris Malloy of Farm League directed the work, which was edited by Joel Miller of Cut+Run.

Credits

Client KIOTI Tractor Agency Baldwin&, Raleigh, NC Russell Dodson, executive creative director; Liz Stovall, production director; Scott Chalkley, sr. copywriter; Jennifer Matthews, director of design. Production Farm League Chris Malloy, director; David Burden, line producer; Tim Lynch, Michael Pizzo, exec producers. Editorial Cut+Run, NY Joel Miller, editor; Eytan Gutman, producer; Lauren Hertzberg, managing director. Color The Mill Nick Metcalf, colorist. Finishing Jogger Mike Tockman, producer; Joseph Grosso, artist. Music Aika Music Jessy Ribordy, composer; Charlie Campbell, Chris Slusarenko, producer.

Category of ScreenWork: 

560x349

<iframe width="560" height="349" src="https://www.shootonline.com/embed/77446/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://www.shootonline.com/embed/77446/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://www.shootonline.com/embed/77446/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://www.shootonline.com/embed/77446/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Sunday, Feb. 17, 2019

Bohemian Rhapsody won the top prize for sound mixing, taking the live-...

Sunday, Feb. 17, 2019

A Star is Born, Vice, Crazy Rich Asians and Mary Queen of Scots were the...

Saturday, Feb. 16, 2019

Israeli director Nadav Lapid's "Synonyms," a movie about a young Israeli...

Saturday, Feb. 16, 2019

The voice of the female filmmaker was louder than ever at this year's...

Friday, Feb. 15, 2019

Bowing to a backlash that had threatened to engulf an already blunder-...

Friday, Feb. 15, 2019

The Bigger Picture has added director/writer Gary Shore to its roster...

Recent SPW Releases

Thursday, Feb. 14, 2019

The Hollywood Section of SMPTE®, the organization whose standards work has...

Thursday, Feb. 14, 2019

Los Angeles-based production company Yard Dog, led by partners/executive...

Thursday, Feb. 14, 2019

FINCH, Sydney, Australia, was awarded Best of Show for “The Eleven O’Clock...

Thursday, Feb. 14, 2019

Sigma Corporation of America , a leading still photo and cinema lens,...

Thursday, Feb. 14, 2019

Killer Tracks, a Universal Publishing Production Music company, has...

Wednesday, Feb. 13, 2019

The nominees for the 50th NAACP Image Awards were exclusively announced...

MySHOOT Profiles

MySHOOT Company Profiles

Top