Dirt Shines in This Funny Campaign for Nature's Care

Barton F. Graf 9000 Makes Unexpected Hero of the Product

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Editor's Pick

Barton F. Graf 9000 bypasses fancy flower gardens to get to the truly good stuff in this funny campaign for Scotts Miracle-Gro product Nature's Care soil. A monumental, 40-foot pile of the brand's dirt serves as the hero in the effort, which includes TV ads directed by Matt Dilmore depicting two men standing quietly in awe over the dirt load's majestic beauty, wanting to touch it and grow vegetables in it, and contemplating what happens to it when it rains. "That's some good, dirt," goes the tag.

According to Barton F. Graf 9000 ECD Scott Vitrone, the dirt pile is all in-camera, built practically in Canyon Country, California at Mystery Mesa Sanctuary. The materials were all sourced from a local Scotts MIracle-Gro plant.

Along with the spots, the brand has posted a series of funny "Dirt Cartoons" on PInterest, and in April will run an unusual contest that will award all the soil in the ad to the lucky gardener who can guess just how much dirt there is in the pile. Here's a hint: Mr. Vitrone said that it took over 30 truckloads of dirt to build.

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Mar 23, 2015
Barton F. Graf 9000
Nature's Care
Founder/Chief Creative Officer:
Gerry Graf
Partner/Executive Creative Director:
Scott Vitrone
Partner/Executive Creative Director:
Ian Reichenthal
Matt Dilmore
Production Company:
Biscuit Filmworks
Creative Director/Art Director:
Amanda Clelland
Creative Director/Copywriter:
Nick Kaplan
Head of Production:
Josh Morse
Erica Kahr
Production Company:
Biscuit Filmworks
Managing Partner:
Shawn Lacy
Executive Producer:
Colleen O'Donnell
Line Producer:
Peter Slowey
Editorial Company:
MacKenzie Cutler
Gavin Cutler
Tim Masick
Heard City
Assistant Editor:
Pamela Petruski
Executive Producer:
Sasha Hirschfeld
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