Welcome to Rural America’s Target Store

I can’t remember ever seeing a Tractor Supply Company commercial. But I caught this one while traveling last week. And it’s one of my favorite ads of the year.

Sure, there’s a Riney-esque appeal to it. But I’m not on some sort of nostalgia jag here. I love the ad because it clearly understands what makes its target market tick.

Nothing is more difficult. And there’s no bigger void in creative briefs which are leaden with product benefits and light on consumer insights.

Forget “product as hero.” I’ve always been a “customer as hero” guy. And Tractor Supply wins that ad competition—hands down.