YellaWood Enlists Icon of Animal Endurance

Say what you want, but YellaWood commercials are never boring.

First it was Buc-ee’s, a Texas-sized convenience store with a beaver mascot that opened recently in south Alabama. Now Great Southern Wood and YellaWood have gone to the drawing board to create a mischievous band of beavers, driven to create their own waterside deck oasis with the iconic brand of Southern yellow pine.

Beaver fever has definitely arrived in Alabama.

The campaign, which launched March 17, can be seen in its entirety on YouTube here.

Pixar would be proud of this team of five lumber-obsessed beavers, led by a mastermind who brings to mind Sylvester Stallone from “The Expendables.” They’re masters of deception and camouflage, experts at subterfuge and rappelling, and they aim to outwit their human opponents.

“Through the use of non-traditional YellaWood fans, in this case, a team of beavers, we’re taking a humorous approach to establishing the desirability of YellaWood brand products,” said James Riley, chief marketing officer. “It’s a fun and engaging way to encourage homeowners to create their own five-star backyard and to demand pressure-treated pine with the little Yella Tag.”

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The Woodland’s Most Wanted will be front and center for the brand through the autumn with extensions including digital, broadcast, billboards and in-store elements.

Established in 1970, and headquartered in Abbeville, Great Southern Wood Preserving Inc. markets to D-I-Y retail home centers, pro dealers and other retail building related segments. With 14 facilities across the South, Midwest and Mid-Atlantic regions, it is the nation’s leading producer of pressure-treated lumber for residential, farm, commercial and industrial uses.

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