Featuring spokespeople who haven’t always made the smartest of choices, the light-hearted campaign uses a healthy dose of 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. In another film, we meet ‘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, DDB Melbourne, said, “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.