Tired of starting with a blank canvas for every radio spot, Scotts wanted an ownable way to deliver all the functional benefits for all their different products over the full season of lawn care. So I came up with a fictional "Lawn Desk" which, in a parody of government-issued bulletins, reported critical horticultural information with an inflated sense of urgency and a slightly twisted logic.

It also gave us a format that spawned two spots a week for over two years.