“Manifesto” opens on employee and true-blue Sears man, John, in front of a Sears store, standing in a battle-ready stance alongside a ride-on Craftsman lawnmower. He declares, “A man’s lawnmower is his most outward expression of pride. Well cut, and it’s a right hook to the ego of the guy across the street.” We cut to a shot of John riding in a Sears “Turf Wars” semi-truck hauling an ordnance of lawnmowers, as he proceeds, “But, in order to fight the good fight, you have to have the best artillery.” We then cut to a nearby Home Depot parking lot being canvassed in sod as the team of lawnmowers are brought in to prepare for battle. John continues in the background, “That’s why we’re starting a turf war. A battle once and for all for the right to be the mower or tractor that cuts your sacred acre.” We cut to John stationed in front of the league of lawnmowers as he states, “At Sears, we’ll fight Home Depot and Lowe’s to make sure you get the most tractor, most innovation and the lowest prices–all backed by the nation’s largest service organization.” The video concludes with John, brimming with Sears pride as he states, “If we have to bruise a few egos along the way to prove our point, so be it. ‘Cause your lawn is worth fighting for. It’s a turf war.”
Client: Sears; Product: Craftsman; Title: Web films: “Manifesto” :42, “Monologue” :50, “Sundress” :40, and “Tight Turn” 1:28; “Turf Wars” :30; VP & CMO: Martin Lee; Director, Marketing Planning: Phil Reiter; Executive Producer: Jan Collins; Director, Creative: Joe Michaelson. Agency: Y&R, Chicago
CCO: Bob Winter; SVP, Director of Integrated Production: Brian Smego; SVP, Group Creative Director: Chris Cancilla; SVP, Creative Director: Corey Ciszek; Associate Creative Director: Todd Taber; Account Director: Whitney Friedrich; Account Executive: Sara Lalich; Assistant Producer: Chris Wickman. Production Company: Third Street Mining Company, LA; Director (web films): Third Street Mining Company; Director (broadcast :30): Neil Tardio; Executive Producer: John LaChapelle
Producer: Pete Vitale; Production Supervisor: Thomas Martin; Editorial: BEAST, Chicago; Executive Producer: Melissa Thornley; Editor: Sean Berringer; Producer: Lauren Scheuer; Production Services: Rank + File, LA
Dutch Boy Paints’ “Works Hard For You”
Explore Media was chosen by Britton Marketing to produce a Professional Series advertising campaign. This 2024-2025 campaign, titled โWorks Hard For Youโ, led by Chicago-based director Jeremy Pinckert, was cast and ๏ฌlmed in the Atlanta, Georgia region and features outdoor home improvement shots. Viewers can view the commercials in the ๏ฌfteen-state region where Menardsโย stores are located. Read More