Martin/Goss is launching a branding campaign for 150-year-old Massey Ferguson tractors this month.

The Asheville, N.C., agency wooed the Duluth, Ga.-based manufacturer for more than 12 months before acquiring the account earlier this year.

The broadcast and trade print effort, aimed at farmers in the U.S. and Canada, represents the first advertising for the brand in decades, according to agency partner Jeff Goss.

Previously, work was handled in-house and confined to collateral and dealer materials.

“What to depend on when everything depends on you” is the theme of the campaign.

A 30-second television commercial will air on 150 network affiliates. The spot shows a farmer’s son talking about his dad. The work ties the son’s belief in his father’s reliability to the farmer’s trust in his tractor.

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