Weekly Ad Uncoiling: Black and Decker Lawnmowers

Yes, these are actual ads for Black & Decker Lawnmowers out of Thailand by Ogilvy & Mather Bangkok. But they make much better posters for the Stephen King’s creepy short story Lawnmower Man, right? Anyway, nevermind. This is an ad uncoiling column (tell that to the bisected snake!). So. The product benefit here is: B&D lawnmowers cut like a motherfucker. And the main target audience is, apparently and very questionably, sadistic animal killers. Is it a cultural phenomenon that the Buddhist Thais like to take out hidden aggression by angrily mowing grass? Now these ads would be perfect for large swaths of America, where many people would kill for the perfect lawn. I will say one positive thing about this campaign: I love the art directon—wonderful respect for the white space, if not amphibians and reptiles. Jump (not you froggy!) for a third ad featuring a lizard that’s been reduced to a ‘zard. (images via: BestAdsOnTV)

13 Responses to “Weekly Ad Uncoiling: Black and Decker Lawnmowers”

  1. heiconic Says:

    I like the concept as well. It reminds me of some of the more “out there” ads that you’ll come across in Archive.

    The lizards legs and body still freestanding kind of bug me. I could see it going either way.

    Really neat concept though.

  2. six06 Says:

    brilliant!! but will it play in Peoria?

  3. k paul blume Says:

    cruel and clever
    apart from really, really hating these, have to say, from a purely visual standpoint, the one with the snake doesn’t work at all — at first glance, it’s just a snake

  4. Peter S. Says:

    I keep wanting to comment, and my brain keeps locking up.

    Beautifully shot and executed, but if you’ve ever hit a critter with a mower the ads really only inspire a visceral mixture of disgust and guilt.

    Totally personal reaction, but one strong enough that I can’t simply set it aside.

  5. amplifier Says:

    They should do one with a foot. Now That would sell mowers.

  6. Jani Says:

    Why cannot they do vegetarian ones?
    I used to mown lawn back in my badly paid years and all things I ever hit were apples and mushrooms. Apples smell very tasty when you smash them good with mower!

  7. BlueAnchorNatasha Says:

    NOT fucking cool. I happen to actually like reptiles, I like animals period. Clearly, somebody wasnt thinking about their proper target audience.

  8. Mer Says:

    If what they really wanted is me to never ever buy one of their products, they have succeeded.

  9. Jeremy Greenfield Says:

    Question: Can this product only be used to decapitate lawn animals? Or can it be used to decapitate other sorts of animals? What about, say, a water buffalo? Or a marmot? Or an investment banker?

  10. Tequila Says:

    Given that in some parts of the world these animals are eaten as everyday food…one has to wonder if some would confuse this gardening tool as a kitchen appliance?

  11. violaine Says:


  12. Jani Says:

    Jeremy, I don’t know about decapitating investment banker, but Braindead showed us years ago what else you can do with lawnmower.

  13. Lawn mowers, lizards, & longitudinal cross-sections [bioephemera] - Biology Says:

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