TruGreen Brings Back Popular Neighborhood Lawn Kid in New National Marketing Campaign to Launch Tree and Shrub Service

MEMPHIS, Tenn., Feb. 28, 2011 /PRNewswire/ -- Entrepreneurial adolescent Bobby Sinclair, Neighborhood Lawn Kid, is back in TruGreen's new national marketing campaign and this time Bobby's talking trees.  Bobby, played by youth actor Noah Munck, is helping to formally launch TruGreen's specialized tree and shrub care service and reinforce the nation's largest professional lawn care company's customized approach. The humorous campaign was created by TruGreen's agency of record, Publicis Dallas.

(Photo: http://photos.prnewswire.com/prnh/20110228/DA55617)

"We know from our tremendous success in 2010 that homeowners want a healthy, green lawn to enjoy with family and friends and view TruGreen as a valued expert to make that happen. We plan to build on this trusted relationship and create enhanced understanding about trees and shrubs also needing regular, specialized attention to maintain their health and beauty," said Philip Dobbs, chief marketing officer, TruGreen.

For TruGreen's expanded service launch, Publicis Dallas, part of Publicis Worldwide in the USA, tapped into America's love for Bobby Sinclair. "We know Bobby is a homerun. America's favorite Neighborhood Lawn Kid is a memorable vehicle for formally launching TruGreen's tree and shrub care," said Shon Rathbone, executive vice president/executive creative director, Publicis Dallas.

Bobby will also help spread the word about TruGreen's customized care and the brand's 100-percent natural, organic offering, TruNatural.

Bobby's Triumphant Return

Bobby Sinclair is at it again playing center field as an unexpected TruGreen brand advocate. Bobby lends humor and all-American fun to two new TV spots that continue to emphasize the TruGreen tagline, Go greener.

In the first 30-second TV spot "New Guy," Bobby and the "new guy" introduce America to TruGreen's tree and shrub care delivered by trained specialists. As the Neighborhood Lawn Kid, Bobby knows the TruGreen specialists on his turf. He's surprised as he approaches a lawn, with his flame-decaled mower in tow, and sees an unfamiliar TruGreen specialist inspecting shrubs. Bobby boldly says, "Whoa, I thought Bill was the TruGreen guy here...." The cordial TruGreen specialist responds, "I'm the tree and shrub specialist. Healthy trees are key to a healthy environment, so we fertilize and protect them from pests."  A contemplative Bobby says, "Trees need love too, right?" Specialist, "Yeah." Bobby sniffs the air, "You smell that?" Specialist, "No, smell what?" With a satisfied look, Bobby responds, "Opportunity." The announcer delivers an introductory offer, and then we're back to Bobby decked out head to toe in protective gear balancing on stilts, as if ready to extend his prosperous lawn mowing business to healthy trees. He excitedly says, "Who says money doesn't grow on trees? Cha ching!"

Bobby is featured in another entertaining TruGreen 30-second TV spot called "Mowing 101," this time promoting TruGreen's customized lawn care solutions. Situated in a garage mock classroom setting, Bobby is donning a tie and instructing neighborhood "wannabe" lawn kids on key tips for success. He seriously says, "So you wanna be a lawn kid? First, only mow TruGreen lawns. They treat every lawn special. Customized care means crazy amazing yards!" He goes on to point out his expected cut from the kids' future business success.

Creating Synergies for a "Greener" National Neighborhood

TruGreen returns to the national paid TV turf today running through May. The integrated campaign spans national network news and premium cable TV (e.g., HGTV, ESPN, Food Network) along with digital media. The robust integrated campaign also includes a refreshed TruGreen.com; sensory direct mail featuring the scent of freshly cut grass; public relations, including an educator initiative to inspire interest in the diverse plant world; the TruStories Sweepstakes, including a $25,000 MasterCard reward card grand prize; and a mall kiosk pilot for personal engagement with homeowners.

Take a Bow

Creative credits go to Shon Rathbone, executive creative director, Publicis; Eric Moncaleano, group creative director, Publicis; Andrew Beckman, copywriter, Publicis; Dan Dougherty and Dustin Taylor, art directors, Publicis; Chelle McDonald, producer, Publicis; Sean Ehringer, director, Tool of North America; Brian Latt, executive producer, Tool of North America; and Jack Waldrip, editor, Charlieuniformtango. Publicis Dallas collaborated with TruGreen, employing Publicis' vast network capabilities, including strategic partners Razorfish and Optimedia.

About TruGreen

TruGreen is the nation's largest lawn care company, serving more than 2.5 million residential and commercial customers across the United States with lawn, tree and shrub care. As the industry leader, TruGreen continues to pioneer the development of new technology for lawn care and devotes substantial resources to evaluate new products and equipment. The company is committed to responsible lawn care, including offering and promoting the use of natural, organic services and sustainable practices. Today, there are more than 250 TruGreen LawnCare branches in the United States and Canada, including more than 50 franchise locations. TruGreen is part of the ServiceMaster family of brands, one of the world's largest and most versatile service networks.

About ServiceMaster

With a network of more than 5,100 company-owned and franchise locations, Memphis-based ServiceMaster is one of the world's largest residential and commercial service networks. The company's high profile brands are TruGreen, TruGreen LandCare, Terminix, American Home Shield, ServiceMaster Clean, Merry Maids, Furniture Medic and AmeriSpec. Through approximately 27,000 corporate employees and a franchise network that independently employs over 31,000 additional people, the ServiceMaster family of brands serves more than 8.5 million customers every year and holds market-leading positions in residential and commercial lawn care and landscape maintenance, termite and pest control, home service contracts, furniture repair, home inspections, residential and commercial cleaning and disaster restoration. More information about ServiceMaster can be found at www.servicemaster.com, or follow us at http://twitter.com/ServiceMaster.

About Publicis Dallas

Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. Publicis Worldwide creates contagious ideas that change the conversation to the advantage of client businesses and brands. Publicis Dallas clients include Nestle, GSK and ServiceMaster brands TruGreen and Terminix.

Editor's Note: Go to www.TruGreen.com/about/videos to access a sampling of TruGreen's new Bobby Sinclair creative.

©2011 TruGreen Limited Partnership. All Rights Reserved.

SOURCE TruGreen