• by Amy Corr  @MediaPostOTL, May 10, 2017

Cub Cadet's 30-second spot on riding lawnmowers focuses more on emotion and memories than cutting one's lawn.

"This is Strongsville" begins with a man making a tight turn on a riding lawnmower. But the ad centers more on what a lawn gives a homeowner, which is memories of family picnics, tumbles on the grass with the kids, outdoor movie night and playing with the dog.

Created by Colle+McVoy, it's the first ad for the brand that takes a more emotional direction and less of a "go buy me now" turn. The spot is running nationally, along with digital, print and in-store merchandising.