Two Guys Praise a Giant Pile of Dirt in These Brilliantly Simple Ads for Soil

Just try to look away

If you liked Napoleon Dynamite, you'll probably love these ads for dirt.

A new campaign for Nature's Care Organic Soil, from Barton F. Graf 9000, features two salt-of-the-earth guys standing in awe of a nice big pile of the stuff.

Their dialogue comes across as a mix of charmingly folksy, surprisingly deep and totally lobotomized. Or maybe they're growing something other than vegetables and smoking too much of their own crop? 

Regardless, just hang back and soak up the gems of philosophy. What happens to the dirt when it rains? "It gets even better," says the older, wiser guy.

That's the kind of simple, clever and slightly deranged writing that's often characteristic of the agency's work. Sure, the plug for this particular brand of dirt—owned by Scotts Miracle-Gro—might feel the slightest bit disjointed. But they've got to get it in there somewhere. And the tagline,"That's some good dirt," is more or less perfect. Because what else is there to say, really?

It also probably doesn't hurt that dirt is very much in vogue right now. Just ask the other authority on the subject—Florida Georgia Line.


Client: The Scotts Company

Product: Nature's Care

Agency: Barton F. Graf 9000

Founder, Chief Creative Officer: Gerry Graf

Partners, Executive Creative Directors: Scott Vitrone, Ian Reichenthal

Creative Director, Art Director: Amanda Clelland

Creative Director, Copywriter: Nick Kaplan

Head of Production: Josh Morse

Producer: Erica Kahr

Account Director: Yvette Ames

Account Supervisor: Kimmy Cunningham

Production Company: Biscuit Filmworks

Director: Matt Dilmore

Managing Director: Shawn Lacy

Executive Producer: Colleen O'Donnell

Line Producer: Peter Slowey

Editing Company: Mackenzie Cutler

Editor: Gavin Cutler

Assistant Editor: Pamela Petruski

Executive Producer: Sasha Hirschfeld

Color: CO3

Colorist: Tim Masick

Mix: Heard City

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