The insight was that greenkeeprs and groundsmen have to get to work very early, in every weather, all year. And they love it.
These adverts are meant to take the brand leading Everris away from the competition (which always tried to copy them), into an aspirational and empathic space, communicating that Everris are with the client, helping rather than just selling.
An ad for each season.
Plus an animated web banner (a rain drop runs down / logos appear).