We all know about French peoples reputation when it comes to sex. In fact, its safe to say I’ve seen Gerard Depardieu‘s ample backside more often in films than I’ve seen his face. Frankly speaking, neither sight appeals to me. Leave it to the experts, then, to turn hedge trimming sexy.

Stihl‘s “TIME TO TRIM” campaign plays on two main emotions – Sex and Fear. At first glance the images don’t appear either controversial or noteworthy – a fairly generic back garden complete with overgrown hedge, something all of us can relate to. Upon reading the captioning, however, we quickly realise the message this ad is sending us.

I can honestly say I never expected to see the words “lacey bras” contained in a hedge trimming advertisement. Know your target audience is the golden rule of advertising and Stihl certainly have appealed to Saturday afternoon, beer drinking, hedge cutting males out there. Not once in any of these advertisements do they make reference to the superiority of their model or discuss a single part of its features. Instead, they focus on what you’re missing out on by not owning their product. Be it: attractive neigbours getting changed, your car being robbed, or your cat being experimented on by budding young scientists.

The tounge-in-cheek nature of this campaign is something I salute, and from a male point of view certainly motivates me to finally go about trimming that overgrown hedge out my back garden.

Advertising Agency: Publicis Conseil (Paris)
Brand name: STIHL HEDGE TRIMMER
Team: Camensuli / Royer
Campaign: Hedges
Country: France

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