• Forbes, Thursday, March 25, 2010 10:49 AM

Deere & Company is pitching its John Deere mowers as art tools that mowers of lawns can use to redecorate their yards, Laurie Burkitt reports, in three 30-second commercials that star customers showing off their greenswards.

Deere hopes homeowners foregoing vacations because of the tight economy might be inspired to redecorate their yards ("with the help of a $4,000 riding mower," Burkitt wryly adds). "Who had ever heard of a staycation two years ago?" says David Niederkorn, manager of marketing communications at Deere's agriculture and turf division.

The spots are part of a $15-million "What Will You Create?" campaign that will run throughout the year, along with print and digital ads that direct consumers to a microsite (Caution: Upbeat Music Alert). 

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