It takes a brave brand to commission Onion Labs to do native content. The Onion is, after all, pretty good at skewering brands with entirely uncompensated parody. But Scotts, on a mission to shake millennials out of their collective apathy over lawn care, has added a pinch of Onion to its new campaign, sponsoring a Lawn and Garden native content patch.
It includes tips, such as replacing your lawn blade by blade with all-weather fibers, and a video promoting Lawnbnb, which allows people, like the featured turtle-fighting miscreant, to rent (or "share") lawns of strangers to sleep on.
This work was also featured on Adage's The Lowdown.