Fiverr, the freelance resources provider, played on the moment of fame experienced by Philadelphia's Four Seasons Total Landscaping in its Super Bowl spot.
The female-owned business rose to prominence following the election, when Rudy Giuliani held a press conference there for the Trump campaign, rather than at Philadelphia's Four Seasons hotel. In the Super Bowl ad, created via Publicis New York, features Four Seasons Total Landscaping owner and president Marie Siravo enters the now-famous door and inside, it's revealed there's a "Charlie and the Chocolate Factory" -like world of high-tech horticulture, with jet pack hedge trimming and more. The ad was directed by Nick Ball via MJZ.
The aim of the spot is to imagine what a landscaping company would do with its newly found fame, income and resources thanks to Fiverr. "Fiverr has the freelancers to get you where you want to be," says Siravo, as she surveys her empire to the strains of Vivaldi's "Four Seasons." (For more on Fiverr's strategy, Ad Age's Jeanine Poggi spoke to Duncan Bird, the company's VP of brand marketing and digital, in an Ad Age Remotely interview last week.)
According to Publicis New York Chief Creative Officer Andy Bird, the Four Seasons idea was one of several the agency came up with while pitching for Fiverr's Super Bowl spot last year. " They have a bold and entrepreneurial mind set at Fiverr, and they saw the scale and fit and the fact that the Four Seasons story is a real American success story, they went for it."
The reaction of Four Seasons, when asked to take part, was "kind of gob-smacked," says Bird. "They said yes pretty much straight away, Marie the owner is fantastic and a lot of fun, hopefully you’ll see that out of the spot. They loved every minute of it." The production involved recreating Four Seasons Total Landscaping from scratch in a studio in Mexico City, rather than filming at the actual Philadelphia location.
Asked how he thought the Super Bowl audience would react to the spot, Bird commented: "Hopefully with the same spirit that the Four Seasons fiasco played out in November, hilarity with a healthy dose of ‘what the ----?"