American paint producer Benjamin Moore has been in operation for over 130 years. A new multichannel campaign by The Martin Agency is the brand's most ambitious campaign to date.
With the new tagline "Paint Like No Other," the ads directed by 1stAveMachine’s Tomi Dieguez and Bob Partington, focus on quality and industry experience. Speaking to Campaign, Benjamin Moore CMO Ron Schuller said, "This is the most Benjamin Moore has invested in a marketing campaign in our 132-year history with a total spend is $50 million in TV, print, digital and radio throughout the US and Canada."
The first TV ad in the creative effort shows the paint withstanding the assault of stains set to a dubstep soundtrack.
Further videos will highlight the fact that the brand does not work with big-box retailers. Vanessa Fortier, senior vice president and creative director at The Martin Agency, said, "In our retail-focused campaign, we wanted to highlight some of the pain points we have all experienced in big-box stores, but in a way that was humorous and entertaining."
The ads focusing on customer experience at smaller stores debut May 4. In each spot, two puppets convey the frustrations of inexperienced staff.
Client: Benjamin Moore
Agency: The Martin Agency