"John Deere Solid" is the concept set forth in FCB Worldwide's debut advertising for the client and the premise for the pitch that won the $25 million business for the agency last fall.
"We're trying to take the history and heritage of John Deere and sum it up in a way that's simple and succinct," said Kurt Fries, a vice president and creative director at the Chicago agency. "BMW is performance, Volvo is safety, John Deere is solid."
A TV spot that breaks March 14 on network and cable has a branding overlay against a price promotion for Deere's LT 133 model, which sells for $2,000. The campaign maintains Deere's 18-year-old tagline, "Nothing runs like a Deere."
FCB won Deere's Commercial and Consumer Equipment Division account in September after the client split with Publicis & Hal Riney, Chicago. The review saw two contenders, DDB and Leo Burnett, both Chicago, drop out after disagreements with the client. Campbell-Ewald Advertising in Warren, Mich., was the other finalist.
Deere wanted ads to reach past the company's hard-core loyalists. That dictate represents the biggest difference between Riney's work and FCB's, Fries said. The target has been slightly broadened beyond hard-core Deere aficionados to those who may consider the brand too top-of-the-line.
FCB's TV spot appeals to a man's sense of ownership, juxtaposing shots of massive John Deere combines rolling through unending wheat fields, and a suburban homeowner tooling around his yard on a LT 133.
Other elements of the campaign include direct response television, radio and print. FCB is preparing corporate spots for a summer break. K