Product ads are usually so wordy. But sit quietly and experience the power of a product ad with none. OK, the film for Miracle-Gro by Orchard ends with the come-hither title, Come Back to Earth. That’s not expected in a product ad either.

The film is sensual, seductive..and all about gardening. Extreme close-ups and sound effects make for an absolutely immersive (it’s such a shame that word is so overused) sensory show. Not just a watching show. An experiencing show.

Ironically perhaps, the hero commercial that uses the power of screens, beckons people to leave them to re-find the physical world. It’s an open invitation to trade modern-day stress and digital overload for the grounding, restorative experience of gardening. Its campaign debuted officially on Earth Day with a 24-hour content series showing everyday objects being reclaimed by nature.

“Today’s fast-paced world is full of distractions, algorithms and stress, and the calming power of gardening has never been more vital,” stated Dan Kenneally, executive creative director at Orchard. “So we set out to inspire first-time gardeners and remind seasoned pros that the garden is the most natural, restorative place on earth.” “Rather than simply telling people that holding fresh soil is relaxing, we stripped away the typical advertising tropes to let viewers feel all the textures for themselves. We created something truly alluring and sensory provoking. With our directors TYD, our colourist, Rick Gausis, and our composers at One Thousand Birds, we crafted a visceral experience that feels so tangible, you can almost smell it.”

“At Miracle-Gro, we believe gardening is more than a chore… it’s a sensory return to what makes us human,” said Sadie Oldham, VP & GM of the Gardens business at ScottsMiracle-Gro. “In a world that is increasingly digital and detached, we wanted to celebrate the tactile joy of damp soil, the scent of fresh blooms and the quiet clarity that only comes when you put your phone down and get your hands dirty.  This campaign is a tribute to those sensorial moments that ground us and remind us that when we help grow life, we grow a little ourselves. We loved this concept from the moment Orchard brought it to us,” commented Jason Wolske, brand creative lead at Miracle-Gro. “Not only does it focus on the joy that Miracle-Gro products bring to people’s lives, it makes you want to get your hands dirty and garden, which is truly special. Plus, it’s simply beautiful to watch.”

The backstory behind the campaign is almost as compelling as the work itself. Orchard first pitched the concept to Miracle-Gro in March, and from there it was a sprint – concept to production in just under three weeks. Throughout the pitch process, the creative team kept returning to the work of TYD, a Norwegian photography duo known for the kind of rich, tactile nature imagery central to the campaign. The work was such a perfect fit that Orchard reached out to TYD directly – even though the pair had never worked in the US. They said yes immediately, describing the project as feeling like “we worked the last 15 years to take on this”.

Beyond the hero spot, the campaign includes a full suite of short-form digital content – 3 x 15 second spots, Come Back to Earth Inside and Come Back to Earth Outside, that take viewers from where gardening begins, to the life it gives. There are also five 6-second spots, each anchored by one of the five senses and following a simple formula – product, then payoff. 

“It felt like this creative had been tailored for us. From the start, both Orchard and Miracle-Gro just trusted us to follow our instincts completely and stay close to the material. Letting the images appear and capturing moments that can’t be storyboarded, often shooting handheld to avoid it feeling too controlled. This ensured we could get the organic, sometimes messy, moments that are the reality and joy of gardening,” TYD stated.