Tru Green Taps Tween Spokesman for New Ads

In its first national campaign, lawn care brand Tru Green is introducing a spokesman, a savvy neighborhood lawn kid envisioned in the mold of Family Ties’ Alex P. Keaton.

The character, Bobby Sinclair, is presented as a wannabe future millionaire. Sinclair introduces families with unmanageable lawns to TruGreen’s professionals, who will turn such plots around, ensuring a future opportunity for him. “[TruGreen] calls it specialized service. I call it my ticket to the cover of Forbes,” says Sinclair.

Philip Dobbs, the CMO of TruGreen, said the company created a few different campaigns with Publicis Dallas, but the Bobby Sinclair one tested the best, by far. Shon Rathbone, evp and executive creative director of Publicis Dallas, said the spokesman resonated well with the target of affluent 35 year-old-plus consumers. “They were neighborhood lawn kids who know what it’s like to push a lawnmower,” he said.

Spending on the campaign was not disclosed. TruGreen is the nation’s largest provider of lawn and landscape services, with 2 million customers in the U.S. and Canada.