Challenge: Roundup has been the leading weedkiller in America for the last twenty years. Unfortunately, consumers often misunderstand how to use the product safely and properly.

Solution: The Roundup Cowboy - the strong, silent Clint Eastwood of the suburban driveway - has lived on broadcast for 5 years, building the brand to over 80% market share. So naturally, when Roundup needed to explain the proper usage of weed killers, it was time for him to sing...