Creativity

Old MacDonald gets a human, modern twist in this ad for Kioti tractors

A simple change of music gives a new story to and old spot

By Ann-Christine Diaz. Published on May 18, 2018

Editor's Pick

Sometimes, bright ideas are just a simple tweak, which is what Raleigh, NC-based small agency Baldwin& made for its new client, tractor brand Kioti.

The company had been running a charming product-focused ad that depicts a variety of farmers driving its bright red vehicles against lush green landscapes, set to a classic, folksy recording of the nursery rhyme "Old MacDonald." The endline goes, "If Old Macdonald had a farm, he'd have a Kioti tractor for sure."

Baldwin& is in the midst of prepping a new brand campaign for the client to debut in the fall, but instead of going silent until then, Kioti wanted to continue running its old spot. The 28-person agency had an idea to liven up the ad's message while putting the product in sharper focus--through just a slight twist on the music.

Instead of the Old MacDonald we knew as a kid, the protagonist described in a new track produced out of Beacon Street Studios is more human, and a lot more modern:

Old MacDonald had back pain. Owie owie ow.
Cuz he had the wrong tractor on his farm. Owie owie ow.
With a Kioti there he never would have sweared.
Here a (bleep) there a (bleep).
Coulda boughta woulda boughta shoulda bought a Kioti.
(Extra long bleep)
Old MacDonald had back pain. Owie Owie ow.

A new voiceover also offers a different read on the ol' farmer: "Don't make the mistake that Old MacDonald did," it says.

"Kioti's goal with their new brand work is to breathe new life into the tractor world by doing provocative work that breaks free from the category's 'insert tractor brand here' formula," says Baldwin& Executive Creative Director Russell Dodson. "Knowing that our clients had been pushing us in the pitch to do things different and get them talked about, we saw a low-investment opportunity to apply that same approach here and proposed leaving picture as is and simply rewriting the lyrics to the song to give it a little funny and some talkability."

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Credits

Date
May 18, 2018
Client:
Kioti Tractors
Agency:
Baldwin&
Copywriter:
Jon Colón
Art Director:
Chris Stollmeyer
Senior Copywriter:
Scott Chalkley
Creative Director:
Jenn Mathews
Executive Creative Director:
Bob Ranew
Executive Creative Director:
Russell Dodson
Account Director:
Jenn Hazelett
Head of Production:
Liz Stovall
Editor:
Nathan Nichols
Senior Project Manager:
Lindsay Barnes
Director, Project Management:
Tonya Martin
Director, Media:
David Dykes
Digital Media Supervisor:
Holly Overman
Media Planner:
Ali Shore
Director, Brand Strategy:
Ashley Yetman
Brand Strategist:
Sara Carter
Senior Social Strategist:
Renée Robinson
Client:
Kioti Tractors
Business Development Manager:
Gregg Bibbee
Creative Director:
Christina Propst
Marketing Coordinator:
Emma Fusco
Creative Advertising Specialist:
Jonathan Dew
Music:
Beacon Street Studios
Composer:
Beacon Street Studios
Executive Producer:
Adrea Lavezzoli
Production Company:
Tibor Co.
Director:
Tibor Nemeth
Director, Photography:
Tibor Nemeth
Producer:
Mark Hankey

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