Cramer-Krasselt tells story of South Side landscapers in work for ECHO USA

(Ruben Diaz, Sr.)

A Mexican family of landscapers is at the heart of Cramer-Krasselt’s newest work for power tool company, ECHO USA. The agency says it’s the second installment in a series of storytelling-focused videos that bring the stories of professional landscapers to life

In “Made In America,” C-K focuses on the story of the Diaz Group, a family landscaping business operating out of Chicago’s South Side (Back of the Yards neighborhood).

Founded by Ruben Diaz Sr., an immigrant from Mexico, and his sons, the Diaz Group has shaped their successful landscaping company and culture around family values, fostering that atmosphere through community outreach, no-questions-asked food banks and free ESL classes to the community as well as their own employees.  Watch the extended version below:

The ECHO creative effort is part of the brand’s ongoing “Power On. And On.” campaign targeting professional landscapers and other outdoor service providers at a time when, according to recent reports, the industry was only in the home services sector that saw year-over-year growth in median revenue every month during 2020. Turns out, as consumers spend more time at home looking at their yards, and perhaps even entertaining there, they want things to look a little better.

C-K’s previous spot in the series, released in May, featured badass mom and arborist, Alisha Amundson.

She’s an Orlando Florida-based arborist/landscaper, tree climbing champion, mom, all around badass AND not who you’d expect to be the face of a power tool company. Watch below:

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And that’s the whole point of C-K’s latest work for ECHO—telling the real stories of the day-to-day landscapers out there doing everything from cutting the lawn to tackling tree limbs.

The spots are currently running.



AGENCY: Cramer-Krasselt

  • Todd Stone, Executive Creative Director
  • Maxx Valenti, VP Associate Creative Director
  • Becca Setala, Art Director
  • Tim Halverson, Copywriter
  • Craig Clark, Senior Producer
  • John Freckmann, Senior VP Director of Account Management 
  • Lauren Kahle, Account Director
  • Megan Fulton, Campaign Manager
  • Grant Fiorita, Senior VP Group Media Director
  • Claire Jaffee, Media Plann


  • Director: Manny Marquez 
  • Editors: Barry Poltermann and Jim Rosenthal