NEW YORK Smith & Hawken will bow its first television ad this spring when it co-sponsors Cultivating Life on PBS with Target.
The spot, by New York independent ML Rogers, will promote the brand's introduction into Target stores nationwide among higher income TV viewers, the agency said.
The shop landed the S&H project four months ago and completed production of the 15-second spot this month, said Peter Competello, account director at ML Rogers.
S&H is a division of ML Rogers' seminal client, Scotts Co., for which the shop handles lawn-care brands Miracle Gro, Ortho, Roundup and Turf Builder.
In the spot, a family enjoys conversation and evening dining with friends in its well-appointed backyard as the camera luxuriates over the outdoor teak furniture, wrought iron accessories and strung lighting.
The spot is tagged, "The art of outdoor living," a line that may change in print and point-of-sale materials, said Competello.
The upscale garden and outdoor furnishings brand is now available in 57 S&H stores nationwide. As of March, the products will be sold through Target, which operates more than 1,300 stores in 47 states.