If you liked Napoleon Dynamite, you'll probably love these ads for dirt.
A new campaign for Nature's Care Organic Soil, from Barton F. Graf 9000, features two salt-of-the-earth guys standing in awe of a nice big pile of the stuff.
Their dialogue comes across as a mix of charmingly folksy, surprisingly deep and totally lobotomized. Or maybe they're growing something other than vegetables and smoking too much of their own crop?
Regardless, just hang back and soak up the gems of philosophy. What happens to the dirt when it rains? "It gets even better," says the older, wiser guy.
That's the kind of simple, clever and slightly deranged writing that's often characteristic of the agency's work. Sure, the plug for this particular brand of dirt—owned by Scotts Miracle-Gro—might feel the slightest bit disjointed. But they've got to get it in there somewhere. And the tagline,"That's some good dirt," is more or less perfect. Because what else is there to say, really?
It also probably doesn't hurt that dirt is very much in vogue right now. Just ask the other authority on the subject—Florida Georgia Line.
Client: The Scotts Company
Product: Nature's Care
Agency: Barton F. Graf 9000
Founder, Chief Creative Officer: Gerry Graf
Partners, Executive Creative Directors: Scott Vitrone, Ian Reichenthal
Creative Director, Art Director: Amanda Clelland
Creative Director, Copywriter: Nick Kaplan
Head of Production: Josh Morse
Producer: Erica Kahr
Account Director: Yvette Ames
Account Supervisor: Kimmy Cunningham
Production Company: Biscuit Filmworks
Director: Matt Dilmore
Managing Director: Shawn Lacy
Executive Producer: Colleen O'Donnell
Line Producer: Peter Slowey
Editing Company: Mackenzie Cutler
Editor: Gavin Cutler
Assistant Editor: Pamela Petruski
Executive Producer: Sasha Hirschfeld
Colorist: Tim Masick
Mix: Heard City