John Deere is an iconic 186-year-old brand. And while they still enjoy the rare brand love and consumer affinity that get them mentioned in country songs and drive consumers to proudly display bumper stickers or even tattoos, they run the risk of their product’s premium pricing being “just for the paint color.”

We weren’t going to be the agency that told John Deere it was time to drop “Nothing Runs Like a Deere.” But the problem was that consumers were associating their platform only with a promise of reliability instead of a commitment to innovation.

We set out to directly attack that gap with a ramp-up line and campaign in “Run with us.” “Run with us” has the flexibility to drive brand and promotional goals across all of their product lines and serves as an invitation to those who truly value quality engineering and identify with John Deere’s mission of being committed to those who are linked to the land.