Grassfire's 2007 "Where's The Fence" TV ad campaign was certainly our most innovative and extensive TV ad effort in our history.
The entire concept was based on the classic "Where's The Beef?" TV spots that put Wendy's on the map decades ago. Our concept was simple: put three old ladies on the border looking for the fence and delivering an update of the iconic line...
Where's The Fence?!
We connected with an excellent producer, who drew up the concepts (here and here). We screened potential actors and found some winners. Our Ron DeJong headed off with the production team to film on-site in Arizona and the rest is history.
The first ad (at top of page) set the stage for the entire campaign. Two more ads were produced and aired both nationally and in area markets. We expanded the brand to other materials, including bumper stickers.
Overall, the campaign helped mainstream the practical, reasonable and very American goal of having a secure border that is secured by a real fence. Sadly, more than a decade later, we're still asking, "Where's The Fence?"
Where's The Fence Ad #3