New Holland revealed a new brand campaign today focused on a drive to help prepare the agricultural industry for what’s ahead: a new world that demands more from the land and the pioneering individuals who grow, farm, and build on it every day.

New Holland aims to reaffirm its commitment to being a go-to-partner for agricultural operators by providing the agricultural industry with expertly engineered equipment. This reaffirmation has inspired the Equipped for a New World campaign, which speaks to approaching the industry’s emerging technologies, demands, and challenges.

“For more than 120 years, New Holland has built a brand around its passion for farming and enduring focus on innovation,” said Chun Woytera, Senior Director of Marketing for New Holland North America. “When we launch a new product or technology, we do so because we know it will help our customers operate more efficiently to meet the ever-growing demands placed on the industry and the people who make a living by it. That is the story we’re sharing with our new campaign.”

The Equipped for a New World campaign debuts with the company’s first television spot ever to air during the NCAA Men’s Basketball tournament. The television spots will air on CBS and cable in select markets.