Quick and Thick

Lawny is Scotts’ lawn, in person: a figure made entirely of grass. In this fall spot he has had a long summer, and it shows. The heat, the long days, the patchy turf. Then fall arrives, he overseeds with Quick and Thick, and fourteen days later he is thick and green again.

Lawny had appeared before, and his proportions tended to drift from one campaign to the next. We locked his look before production, so he is the same Lawny in every shot and every format. The fifteen-second spot was delivered in English and French, with social versions, for the agency MindShape.