Bugs Take Spotlight in New South Dakota Corn Campaign

November 11, 2019

How many bugs are in a handful of soil?

That’s one of the topics covered in the new consumer-focused This Is Farming campaign that Paulsen developed with South Dakota Corn.

“This year’s campaign educates consumers on soil health,” says Paulsen account coordinator Alix Pearson. “It builds on last year’s focus on cover crops and precision agriculture, which were well received by consumers.”

The TV’s production style puts animation on top of actual video, providing a multi-layered effect. “The soil is literally crawling with bugs,” says Pearson.

Paulsen creative staff used the animated style to make the complex topic of soil health accessible to people of all ages.

Soil health is a major concern among South Dakota farmers. The farmer who co-stars in the spot (alongside the bugs) is Paul Hetland, who farms near Mount Vernon, S.D. He uses a number of farming practices to build soil health on his acres.

“We’re thankful for the opportunity to help South Dakota Corn educate consumers statewide about farming,” Pearson adds.

The campaign includes a 30-second TV commercial and a print ad. Viewers are directed to ThisIsFarming.org for additional information.

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