A new campaign from DDB Melbourne positions British Paints as the smart choice for house-proud Aussie DIYers.
The campaign uses dry, Aussie humour to prove that anyone can make a smart choice for their painting project when using British Paints.
In one film, Mitch has his ex-girlfriend’s name tattooed on his arm but proves that even he can make a smart choice when it comes to interior paint by choosing British Paints Clean & Protect.
Another film features Baz, a sun-bronzed exhibitionist in Budgie Smugglers who “hasn’t always made smart decisions when it comes to UV protection.” But even he can choose the right paint with British Paints 4 Seasons for his exterior paint job.
Rachel Ryan, senior brand manager at Dulux, said: “Choosing the right paint can be a challenge for consumers. We believe the playful, memorable nature of this campaign speaks to a broad audience and leaves them with an understanding of our products’ key benefits, making their choice to select British Paints that much easier.”
Anneliese Sullivan, senior copywriter at DDB Melbourne, added: “It’s great to bring some humour and heart to an iconic Aussie brand like British Paints. We know that choosing the right paint can be a stressful decision. But we think the dry humour in this campaign will really resonate with the army of Aussie DIYers out there in a meaningful way.”
The campaign launched with the ‘Ex Girlfriend’ film to coincide with the launch of the new and improved Clean & Protect product formula. The full campaign will feature across TV, BVOD, SVOD, online and social media.
It follows DDB Group Melbourne’s Hex Your Ex campaign for Vodka Cruiser, and the promotion of group MD Mike Napolitano to group CEO.
British Paints is part of Dulux Group. The parent company’s $20 million media account is currently up in the air, after it decided on Initiative just before the agency’s top leadership defected to set up a full service media unit at Accenture.
Credits:
Client: British Paints
General Manager – DuluxGroup Limited: Richard Hansen
Dulux Decorative Marketing Manager: Therese Winterburn
Senior Brand Manager – British Paints: Rachel Ryan
Product Manager – British Paints: Eleanor Wilcock
Agency: DDB Melbourne
Chief Creative Officer: Stephen de Wolf
Group Executive Creative Director: Psembi Kinstan
Group Creative Partner: James Cowie
Senior Art Director: Josh Brown
Senior Copywriter: Anneliese Sullivan
Senior Copywriter: Carly Dallwitz
Head of Craft: Adam Hengstberger
Head of Production: Sonia McLaverty
Online Editor: Tom Marley
Senior Business Director: Jessie Mitchell
Business Manager: Sam Simpson
Planning Director: Chris Regan
Production: Palomina
Director: Matt Kamen
DOP: Simon Walsh
Executive Producer: Kate Merrin
Production Designer: Ella Carey
Casting: Northside
Colourist: Marty Greer
Offline: c/o Palomina
Online: Tom Marley
Sound: Bang Bang
Sound Design: Tristan Dewey