WENDELL, N.C. — Kioti Tractor, a division of Daedong-USA, today released a new advertising campaign promising to “treat you like dirt.” KIOTI is introducing the new campaign to focus on what tractor owners prioritize most — hard, dirty work on their land.

The integrated campaign, created in partnership with Raleigh, N.C.-based creative agency Baldwin&, features multiple new broadcast spots and will also roll out print, social media and banner ads across digital properties. 

“Because of how much dirt represents for Kioti and for our tractor owners, we love the power in reframing the phrase ‘we’re going to treat you like dirt’ to now reflect the highest form of respect,” said Peter Dong-Kyun Kim, president and CEO of Daedong-USA, Inc., KiotiTractor Division. “Many Kioti tractor owners are hobby farmers — people who make up their own minds, value quality and are not trend followers. They enjoy the hard work — and the getting dirty — that comes with working land. Kioti embraces that attitude, and values hard work above all else. We are proud that these ads showcase that focus.”

Use the following links to view the ad spots: We’ll Treat You Like Dirt (:72), We’ll Treat You Like Dirt (:30) and Dirty Work (:30).