• by Tanya Gazdik , February 11, 2025

TruGreen is capitalizing on its partnership with the PGA Tour in a new brand effort.

It is the first work from agency VML, which won the creative and social agency account for the lawn care treatment provider last fall. 

Two 30-second spots feature PGA Tour players Jason Day, Ben Griffin and Patton Kizzire, The premise is the golfers are drawn to TruGreen-treated lawns because they rival professional courses.

Everyone can appreciate a beautiful lawn, but professional golfers know what truly sets one apart, says Alyssa Puketza, chief marketing officer at TruGreen.

"That’s why they’re at the heart of our first big campaign of the season, showing just how exceptional a TruGreen lawn can be,” says Puketza, who declined to reveal spending on the effort. 

According to research and data consultancy Comvergence, TruGreen spent an estimated $100 million on measured media buys in 2024.

The spots depict a family's backyard transformed into an impromptu golf course featuring golf balls soaring into a sandbox "sand trap," a vibrant flowerbed "rough," and a kiddie pool "water hazard.” 

TruGreen is entering its fifth year of the relationship with the PGA Tour and the partnership “just makes sense,” says Brian Oliver, executive vice president corporate partnerships for the PGA Tour.

“Our players compete in optimal agronomic conditions at the most breathtaking courses in world,” Oliver says in a release. “This campaign brings together fans of beautiful lawns and fans of world-class golf, showing why it’s best to leave it to the pros—whether on the course or in your own backyard.” 

The campaign speaks to the universal desire for a beautiful lawn, says John Godsey, chief creative officer at VML Central.

Creative reinforces TruGreen's commitment to making lawn care easy, affordable, and delivering the kind of results that turn heads – and attract unexpected visitors.

The campaign is running on traditional broadcast TV and streaming platforms, with an emphasis in season three of the Netflix show, “Full Swing.”