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By Audrey Kemp | LA reporter

March 24, 2023 | 3 min read

Bagpipes ring out in a springtime campaign introducing the new, fiery spokesperson for Scotts Miracle-Gro.

Scott, a new Scottish mascot for lawn care brand Scotts Miracle-Gro, has traveled across the pond to ensure consumers’ lawns are as green as the Scottish countryside, per a new brand campaign, ‘Scott for Scotts.’

In an announcement from the brand, Scott is described as a man who has “declared it his noble obligation to ... help as well as protect [homeowners] from mistakes that can be easily resolved with Scotts lawn care products.“

If the new character looks familiar, it’s because he’s played by Norwegian actor Kristofer Hivju, best known for playing the leader of the wildlings, Tormund, in Game of Thrones.

In five different spots, Hivju, cast as a cantankerous Scotsman, provides viewers with myriad tips to help them keep their lawns healthy. In ’Surrounded,’ for example, Scott tackles challenges – like dealing with weeds – that will resonate with many lawn growers. Enter Scott’s perfect antidote: Scotts Turf Builder lawn food.

In another spot, titled, ’Scottline,’ Scott receives a text message from a customer complaining about their lackluster lawn. After gagging at the sight of their lawn, he responds with his solution: Scotts Turf Builder lawn food, followed by a cheeky thumbs-up emoji.

‘Scotts for Scott’ marks the first time MullenLowe Boston has worked for Scotts Miracle-Gro. “When casting the role of Scott, we immediately thought of Kristofer and wrote scripts with him in mind,” Tim Vaccarino, executive creative director of MullenLowe Boston and New York, said in a statement.

”He is the personification of this passionate, unapologetic man who is infatuated with lawns. If he can’t convince you how easy it is to have and enjoy a beautiful lawn, then I don’t know who can. The best results we could hope for would be to see greener grass everywhere.”

The campaign will go live across TV, digital, streaming audio, display and social channels. Consumers are also invited to tap into Scott’s expertise with #Scottline across social channels.

Credits

Agency: MullenLowe Boston

Production company: World War Seven

Photographer: Justin Bettman via Anderson Hopkins

Production company: Kindly Productions

Editing company: PS260

VFX company: Jamm visual

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