Advertiser: BAYER CROPSCIENCE
Agency: BBDO ATLANTA
Category: Business Equipment & Services
Director: Bruce Dowad
Copywriter: Chris Dutton
Planner: Helen Lauen
Editing Company: Henry La
Post Production: Henry La
Director Of Photography: John Houtman
Art Director: Matt Spett
Account Supervisor: Svp Sr. Group Account Director
Agency Producer: Todd Johnson
Cameraman: Bruce Dowad
Sound Design/Arrangement: Chicago Sound
Cinematographer: Bruce Dowad
Executive Creative Director: Cabot Norton
Editor: Enrique Aguirre
Account Supervisor: Jeff Beamon
Producer: Leora Glass
Sound Design/Arrangement: Llc
Account Supervisor: Peter Bunarek
Account Supervisor: Vp Account Director
Music: Stock
Brief Explanation
The "REVERSE" TV spot begins at the outcome of a successful harvest, where a soybean farmer is observing his harvested soybeans with pride. As the beans are running through the farmer's hand, the film begins to go backwards in time. The VO talks about getting the most out of your crop by treating your seeds. We see all of the steps that the farmer has taken throughout the season to ensure a successful harvest. We see the crops growth in reverse, planting in reverse, etc. all the way until the moment he purchases his seed treatment, when time moves forward again. The VO says "When it comes to seed treatment, there is only one name to remember." At that moment, our farmer confirms to the seed dealer he wants Poncho/VOTiVO.