Make Something. Better. #madebysway

Training Terry

Ferguson’s motto is, “nobody expects more from us than we do.”
We pulled their celebrity spokesperson off the bench and into the game to prove it.

Bradshaw!

With “Terry the Trainee”, we put Hall of Fame Quarterback Terry Bradshaw through Ferguson's rigorous training program to see if he had the skills to make the team. With the help of his hardnosed instructor, Terry goes from fumbling trainee to all-star associate in the :30 television spot and accompanying web-only videos.

The Right Products.

Ferguson’s product offering goes deep with hundreds of thousands of items in their inventory. We gave site visitors a sense of those stats as they watch Terry do his best to cycle through the entire Ferguson product playbook.

The Right People.

Each member of Ferguson's 20,000 strong team specializes in helping their trade customers game plan to get the job done. As the Blonde Bomber tries to make the cut, viewers learn just how hard Ferguson associates train before putting on the uniform.

Extra Points.

Outtakes, deleted scenes, and more silly antics from Terry and the Trainer are also available for fans to discover and share on social media.

The O-Line Experience

TV viewers are encouraged to "Catch more Terry" by visiting trainingterry.com where they'll find two more short films, tons of extra content and vignettes from the shoot, as well as a Ferguson branch location finder.

Project Highlights

Pushing the Production

With an original ask of only a :30 television spot, we were able to plan for 2 additional :90 films, and dozens of outtake and social clips in just. single day of shooting.

Making Terry Work

Perhaps the biggest success of the campaign was finding a means for Terry to feel authentic to Ferguson customers that wasn't earned with a prop tool belt around his waist nor in his Sunday NFL Best.

Creating Characters

The campaign was such a hit with customers, we expanded the adventures of Terry and his Trainer to a series of followup radio spots, and have even begun conversations around incorporating the characters into the brand's training videos.