John Deere Aftersales faced a challenge: transforming a relationship with farmers that traditionally only happened when problems arose into a closer, warmer, and more human connection. Inspired by farmers who give their machines affectionate nicknames like Jandir, Jandira, and Jurandir, we created a character that reflects their language and everyday reality. Jurandir gives John Deere Aftersales a human face, acting as a trusted technician and friend who answers questions, presents solutions, and simplifies technical topics. With this approach, Aftersales became more than a service farmers turned to when things went wrong. It became a familiar and trusted presence in their daily lives. More than 15 episodes are already available on YouTube. Check them out on the JD channel.