TruGreen

PROJECT: Video/Broadcast

To watch the video below, use the password: lindsay

In 2014, the TruGreen brand adopted a new brand promise and tagline, “Live Life Outside.” As part of the rebranding, TruGreen established a strategic partnership with the PGA, cementing its role as the Official Lawn Care partner. To showcase and celebrate the new brand identity, the team at Publicis Hawkeye created a broadcast campaign called “The Yardleys”, a series of spots about a family who loves their law so much they have chosen to live on it. TruGreen asked us to create a spot for the campaign that specifically leveraged the PGA partnership.

My team’s spot, “Commentary”, we featured renowned PGA commentator Gary McCord in the role of Mr. Yardley's neighbor. Even though he is off the air, McCord can’t help but commentate on the world around him. The spot shows McCord spying on Mr. Yardley’s face-off with the family dog, infused with golf puns, of course. I worked closely with a Senior Copywriter and a Digital Creative Director to conceptualize and storyboard the spot and pitched it to the Executive Creative Director.

PROJECT: Print

As part of the TruGreen + PGA partnership, we created ads for the PGA Championship's program. These ads focused on the beauty of a life lived outdoors, featuring a play on words with golf terms.