Ad agency Sleek Machine goes yard for Lawn Doctor, launching dozens of creative assets ahead of the spring sales season.

Rather than focus on an overarching campaign with a unifying brand theme, the agency opted for a series of highly targeted social videos, banners and related content, addressing specific consumer concerns in fun and often unexpected ways.

"This is retail advertising, first and foremost," Tim Cawley, Sleek Machine's creative chief, tells Adweek. "It seemed most important to motivate an immediate reaction, as opposed to creating some lofty strategy."

All told, the campaign contains more than 50 ads that will run through mid-summer. Several different creative textures are on display, each boasting satisfyingly askew humor that never goes too far over the top. For example, to illustrate the mantra, "Don't be embarrassed by your lawn," several clips are set in a brown-ish, barren backyard, and feature a typical American family … wearing paper bags over their heads.

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