The Situation

Ziegler Ag Equipment has sold agricultural equipment, including Challenger tractors, for decades. Because Ziegler is better known by the public as being a CAT construction equipment dealer, Ziegler has faced an awareness challenge for the Ag Equipment portion of the business.

The Communications Challenge

Ziegler Ag Equipment established a goal to produce a television commercial, boosting awareness in Ziegler Ag’s rural upper Midwest territory. The commercial was planned to be aired on DirectTV, targeting rural sports fans.


Neuger Communications Group served a coordinating role on the project, working closely with the client to determine the vision and produce the final product. Team members collaborated with the client to write the script, developed a shot list and oversaw shoots to meet the established vision. The Neuger team facilitated the editing process, the orchestration of a soundtrack and the hiring of voiceover talent to add the finishing touches to the piece.


The ad appeared exclusively on Fox Sports North during Timberwolves, Wild and Twins games for a 12-month run in a four-state region. The spot aired throughout the year to over 4.2 million viewers.