Farmer’s best friend is not his dog, but his Massey Ferguson, claims 60th anniversary ad

To celebrate its 60th year of being sold in Australia and New Zealand, tractor manufacturer Massey Ferguson has released a sentimental campaign showing a Victorian farmer waxing lyrical about his “best companion”.

The one-minute television commercial teases the audience with images of the farmer’s dog interspersed with his voiceover reminiscing about the worker which “stuck around”.

Created by Melbourne creative agency GDJ, the ad features the farmer going about his labours with his tractor and his dog, as his voiceover says: “This job isn’t for everyone. I’ve seen some great workers come and go in my time, but this one stuck around the longest.

“She thrives on a challenge, goes like the clappers and won’t stop until the job’s done. She’s got the toughest work ethic I’ve ever seen.” The camera then pans to the farmer petting his dog when he remarks: “Well the second toughest.”

The ad concludes with a clip of the earliest Massey Ferguson’s being driven in the late 1950s as the tagline ‘Working with you for 60 years’ appears.

Mario Capetola, marketing and communications manager, of the brand’s owner AGCO, said: “[The campaign] genuinely reflects how farmers feel about their Massey Ferguson – it’s a dependable work partner, not just a piece of machinery. To incorporate all of this in a short TV ad is a real art and a credit to our creative team”

GDJ creative director Connie Devine added: “The technical nature of agricultural products means that we often see more utilitarian approaches to advertising. But in a highly competitive landscape, you need to understand farmers’ fundamental values so you can find the most authentic way in. If we can connect with farmers on a deeper level, then we have done our job.”

The TV campaign is currently running across Australian and New Zealand regional channels and has been rolled out across press and online channels.


Agency: Grant Day James (GDJ)
Creative Directors: Connie Devine and Anna McLeod
Account Managers: Martha Baillieu and Cathy Grant
OurMedia: Jocelyn Smit and Chris Lachine
AGCO Marketing and Communications Manager: Mario Capetola
AGCO Marketing Director: Fergal Meehan
AGCO CEO: Warwick McCormick
Production/Editing: Reese Truscott


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