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Sawyer Riley Compton adds a new twist to the “eager beaver” stereotype in its new campaign for Dow Chemical’s Great Stuff insulation.
The two do-it-yourself home improvement types pictured in the Atlanta agency’s three television spots are dressed in beaver outfits.
“We wanted to show the passion they feel for home improvement by epitomizing them as beavers,” said SRC creative director Bart Cleveland. “Always working to keep their dams in tip-top shape.”
At the same time, Cleveland said, he wanted to depict them as “normal guys who fish, go bowling, and have human families.”
The spots, funnier viewed than described, began appearing this month on HGTV, The Weather Channel, Outdoor Life Network and other cable outlets.
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