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Sawyer Leaves It to Beavers for Dow's Great Stuff

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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. The series will run for the next six months.

A print campaign built around the characters and headlines like "Directions: Remove cap. Fill cracks. Lie on couch" breaks this month in magazines such as Popular Mechanics, Family Handyman and This Old House that target the do-it-yourself crowd.

A radio component will be broadcast on ESPN airwaves through the Major League Baseball playoffs and championship series.

The Atlanta-based client, a division of Dow Chemical, purchased manufacturing and distribution rights to the spray-on insulating foam from Flexible Products. Great Stuff is used to fill cracks around heating and cooling pipes and ducts.

SRC's initial challenge was to rebrand, relaunch and expand the product line.

"We did our research last spring and came up with a concept," said Cleveland. "Let's take normal guys and [present] them as beavers in the human world. The kick is that no one acknowledges the fact they're dressed in costumes."

The ads, the agency's first since winning the brand last year, were shot in Vancouver, British Columbia. Jason Reitman, son of Hollywood's Ivan Reitman (Ghostbusters, Stripes), directed.

The agency's Al Jackson and Brett Compton were the copywriters, and Rick Bryson and Cleveland provided art direction. Danica Walker was the producer.