To launch the Grand X into a new, higher horsepower category of tractors. To position it as a serious machine for serious professionals.
To use all the hallmarks of luxury car advertising to introduce the Grand X to the market as if it were a new model of Audi, Mercedes or BMW.
The use of helicopter shots, winding coastal roads, animal metaphors and all the hyperbole we could fit in saw us create an ad fitting of a vehicle that features all the luxuries you could ever need. The result was ‘Sheer Tractoring Pleasure’ and the best ad in Australia as voted by Val Morgan’s ACES Awards.