John Deere Brand Spot: A Different Kind of Crown.

John Deere: A Different Kind of Crown

How a single gift was received by millions.


Simple black outline of human head profile with a square, triangle and circle floating inside For the holiday season, we set out to broaden the John Deere brand through an emotionally driven spot that challenges gender stereotypes in farming and overwhelmingly connected with a broad range of viewers.


 

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.

 

Close up of John Deere combine cab with a silhouetted person inside

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.

Young girl (about 10) kneels on the floor opening a present with her father watching her from the side.
Young girl holding and dejectedly looking at a tiara as she lays on a bed in her bedroom.
Close up of dad with a proud soft smile as he looks at his daughter.

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.

Young girl and her father sit on the bed in her room as they chat.
Dad places John Deere cap on young girl's head
Close up of young 20-ish woman wearing John Deere cap driving a combine
Exterior view of a harvesting combine driven by young woman

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.

IMPRESSIONS

71+ million

BRAND SENTIMENT

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.”

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