The Ryobi lawn mover: the next great leap in backyard technology

Ryobi lawnmovers has launched a 45-second TV ad that bemoans the lack of advancement in lawnmover technology over the years – until now.

The campaign was devised by BMF Melbourne.

“By juxtaposing the humble lawnmower against some of the more interesting technologies from the past 60 years, we were able to create a humorous story that ultimately positions Ryobi as leaders in garden tools,” said David Klein, CD at BMF Melbourne.

Mark Devitt, Ryobi’s national brand manager added: “The category has been stagnant for some time and only now are we seeing genuine innovation. It’s something we wanted to reflect here and we reckon this spot nails it.”


Agency: BMF Melbourne
Director: Steve Saussey
Production Company: Film Construction
Post Production: Blockhead & Final Sound
Media Planning & Buying: The Brand Agency
Client: Techtronic Industries


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