Husqvarna wanted to sell old school motor saws and futuristic robotic lawn mowers to North American males.
I.e. lumberjacks and suburban normcore dads. The payoff "Ready when you are" is not about being user friendly. It’s about expertise. About deserving something. Regardless being day-drunk in your backyard or doing the actual work yourself. This is emotional. This is patriotic. And I got to fulfill my wettest and dirtiest copy dreams.
Agency: DDB Stockholm