- Natural Light is offering a new take on exercise during the long winter months, creating a first-of-its-kind turfed treadmill the company is calling a “Treadmower.”
- The (firmly tongue-in-cheek) device simulates the act of mowing one’s lawn, featuring a custom deck with long grass on the sides and shorter turf on the walkway, a handle that simulates a mower and an immersive screen that simulates the vast lawn in front of the user.
- The brand is introducing the concept via a spot that depicts a man entering his garage to get in a workout on the Treadmower. When he completes the workout, the screen encourages him to “Grab a Natty, You earned it.”
youtube.com/watch?v=9cOSeTlMf0k&feature=youtu.be
The campaign pokes some fun at one of the most popular New Year’s resolutions: fitness. The twist, in this case, is that the users are not simply hoping to get in shape; they are looking to get some satisfaction out of accomplishment.
“There’s nothing like the smell of fresh-cut grass and an ice-cold Natty in your hands after a perfect mow,” said Krysten Stowe, head of marketing for Busch Family and Natural Family at Anheuser-Busch, in a release. “But winter shuts down the lawn, and that’s where the Treadmower comes in. The garage is where our fans feel most at home – no fluorescents, no crowds – just uninterrupted mowing glory and a cold beer within reach.”
While the brand is not mass producing nor selling Treadmowers, it is offering one fan a chance to win the prop from the commercial via a social media sweepstakes. Adults 21 and over can comment on designated social media posts with the hashtags #nattytreadmower and #sweepstakes between January 7 and 28. The brand will also give away Treadmower gear, which will include sweatbands, socks and a gym towel.
