EGO Power+ sells lawn envy, not lawn mowers

The ad in one paragraph

EGO Power+’s first ANZ brand campaign, created by Melbourne independent Town Square, turns a familiar neighbourhood moment into a quiet pitch: a neighbour spots a particularly good lawn and can’t help looking over the fence. Made for homeowners and professional users across Australia and New Zealand, the film sells battery-powered yard gear not through torque or runtime, but through the yard everyone wants. It brings the global “Power Beyond Belief” promise to life through “lawn envy”, recognisable behaviour rather than exaggerated comedy. The sub-line lands it simply: “For the Yard You’ve Always Wanted.”

The levers it pulls

Instead of talking about batteries or torque, the film works through the way people read each other’s yards.

• Social comparison. A neighbour’s over-the-fence glance turns a lawn into a visible scoreboard. The ad doesn’t ask you to believe the machine is powerful; it shows someone quietly measuring their own yard against yours.
• Effort justification. The strategy leans on research where the majority said they would not accept a deal that kept their yard perfect but removed the work. That turns mowing from a chore into a chosen ritual—something people want to do, not merely have done.
• Status signalling. A well-kept lawn is a public display of care, time and the right equipment. By making envy the payoff, the film frames EGO as the hidden status cue behind a yard that reads as premium.

Together, the three levers move EGO out of the garage and into the social world of the street.

What it does for the brand

Town Square shifts EGO Power+ from a practical equipment choice to an emotional enabler. The campaign takes the global “Power Beyond Belief” platform and gives it a local meaning: power is the ability to create the yard you’ve always wanted, and the reward is a little envy over the fence. Art director Peter Crawford told Campaign Brief the team set out to move “power” away from pure performance and toward why people actually care about their yards. Jason Ellis, Head of Marketing at Chervon Group, describes it as a “distinctly local expression” that makes EGO feel relevant, desirable and easy to choose.

That positioning stretches across DOOH, radio, social, digital and SVOD, building long-term awareness for EGO as a premium alternative for homeowners and professionals.

What to borrow for your next campaign

Sell the public consequence, not the private feature. If your product’s result is visible to others, show the viewer being watched noticing it.

Find the chore people would refuse to outsource. Ask whether they would stop if the outcome stayed perfect; if the answer is no, the real appeal is identity, not convenience.

Build a platform, not a product ad. A line like “For the Yard You’ve Always Wanted” lets one claim stretch across channels without repeating a spec sheet.

Watch the original: EGO Power+ on YouTube

Source: Campaign Brief