As more people turned to gardening during the pandemic, Scotts Miracle-Gro is embracing the increased interest in lawn care with plans to air its first Super Bowl commercial.
The mantra of the campaign is “keep growing,” and the 30-second spot created with agency VaynerMedia will reflect on what the outdoors means for people during the pandemic, from grilling, to a space to work out, an area to work remotely or for kids to do virtual schooling. Amid lockdowns, backyards provide an escape and opportunity to see neighbors from a safe distance, says Josh Peoples, chief marketing officer, Scotts Miracle-Gro.
The commercial is designed to be optimistic, warm and forward-looking, says John Sass, VP, advertising, Scotts Miracle-Gro. “It’s rooted in the truths we would all recognize and authentic to what consumers experienced in the pandemic,” he says.