Espoma's '1984' Video Goes Industrywide In Viral Spread

Espoma's '1984' Video Goes Industrywide In Viral Spread

Friday, October 5, 2012
Chicago - First it generated huge buzz at the IGC Show, now it's gone viral. Espoma's video introducing its Organic Lawn Food Program to the industry, styled after the iconic "1984" commercial that introduced Apple Macintosh personal computers to the world, aired for the first time before the opening keynote at IGC 2012 – since then, it's hit more than 3,700 views at YouTube. The edgy video gives a subtle nudge to the industry establishment. Paul Tukey, Founder of SafeLawns.org, says, "This is the most provocative, bold and some would dare say ballsy video ever created in the history of the lawn care industry."

In the video, the story line's "Big Brother" chemical CEO calls out to rows of human drones from a giant screen: "Our millions in advertising is a powerful weapon against any competitor on Earth. There is but one brand, one way to do things, one will that matters. And it is ours." The camera cuts to a young woman, dressed to play soccer, running toward the screen. Big Brother continues, "Let the environmentalists protest. We will bury them with our own facts and ads. We shall prevail!" At that very moment, the young woman kicks the ball, shattering the screen in an explosive blaze that knocks the drones to the ground. “We know we were stepping out there a bit," Bob Hartman, head of Espoma’s marketing team, says, “but we wanted to draw a line in the sand, or shall I say the lawn, and make a clear differential between lawn care options.”

The video is available at this YouTube link: www.espoma.com/EOLF/vid.cfm