• April 21, 2008

The Atlanta-based company, which makes a portfolio of concrete-based products, launched the campaign via AOR Fitzgerald+CO Advertising, also based in Atlanta.

The effort, "What America's Made Of," also introduces a new brand mascot, "Johnny Quikrete," who sows concrete buildings, sidewalks, walkways and ornaments instead of apple seeds. The tag is new.

The first TV spot, which is running on ESPN2, Fox Sports, Fox Sports En Español, Speed Network, DIY, HGTV, This Old House and other cable and syndicated channels, introduces the character as he starts in a neighborhood and travels through the country, spilling Quikrete from a sack, which spouts structures.

Fitzgerald+CO contracted Digital Kitchen to do animation.

--Karl Greenberg