FCB's Deere Debut Draws on Brand's Heritage

“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.