Ryobi Lawnmowers Roars into Life with Cordless Campaign from Fenton Stephens

Petrol powered lawnmowers are going the way of the dinosaurs and that’s exactly what Ryobi and Fenton Stephens have brought to life for a new campaign for the new 36v HP brushless battery mower.

In the launch TVC, a Ryobi mower user watches as his neighbour tries to fire up a prehistoric petrol mower. With a puff of smoke, the neighbour is transformed into a Jurassic Park-worthy velociraptor.

Says Robert Knott, marketing manager, Ryobi: “Our ambition is to show consumers that there is an alternative to petrol! With the incredible development in battery technology, we can now deliver the same level of performance with much greater convenience and without the petrol emissions.”

Says Alex Fenton, executive creative director, Fenton Stephens: “With Ryobi, we’ve evolved a playful tone over a number of years and this campaign certainly pushes us a little further along this path. In terms of a vivid demonstration, turning a metaphorical dinosaur into a living, breathing version was loads of fun. And we also managed to give a lot of neighbourhood kids a thrill on shoot day when they got to stand on the sidelines and watch a giant puppet dinosaur.”

The television commercial will be supported by print and digital executions.