How a single gift was received by millions.

For the holiday season, we set out to broaden the John Deere brand through an emotionally driven spot that challenges gender stereotypes in farming.

THE DRUM AWARDS

BEST OF SHOW & GOLD – KANSAS CITY AMERICAN ADVERTISING AWARDS

2 GOLDS – DISTRICT 9 AMERICAN ADVERTISING AWARDS

2 SILVERS – THE TELLY AWARDS

THE CHALLENGE

Everyone has heard of John Deere. But few understood what the brand stands for besides equipment. With this spot, we had to connect the brand with a wide audience through a compelling message that wasn’t rooted in machinery.

THE HUMAN INSIGHT

While it may have been natural to sell this iconic brand through the display of signature machines, the landscape is full of this type of marketing. There was an opportunity to stick out using the salience bias. That is that humans tend to focus on things that are, well, a little different. We created this salience in a sea of sameness by highlighting a Deere audience that isn’t talked about often – women farmers. Women make up 30% of farmers in the U.S. (and that’s just counting those in the field). Yet, if you look at the marketing landscape, you just don’t see that representation.

THE IDEA

Since farming audiences are home more often in the winter months, we set this spot against the backdrop of the holidays. Designed to challenge some of the stereotypes of farming, “A Different Kind of Crown” tells a nuanced, authentic story that celebrates today’s women in agriculture while encouraging the next generation to follow their passion into the field. In the end, it shows how sometimes a little encouragement can be the best gift of all.

THE RESULTS

The spot resonated with a wide audience, driving significant engagement from people both in agriculture and beyond. Additionally, the spot was recognized by some of marketing’s most influential organizations including the American Advertising Awards, The Drum and Communication Arts.

71+ million

100%

According to Infegy media analytics

SOME OF THE COMMENTS FROM SOCIAL:

“This farm girl could not be more proud.”

“Knocked it out of the park! Great job John Deere.”

“Best holiday ad ever.”