Rust-Oleum captures water reacting to a hydrophobic surface in latest ad
Rust-Oleum, the protective paints manufacturer, has released a new 30-second spot created by Chicago-based agency McGarry Bowen and directed by Nick Piper from Backyard.
Promoting its NeverWet range of paints, Rust-Oleum’s ‘Never Seen This’ advert take a microscopic look at liquid and captures water, spilled juice and a mud puddle in slow-motion, to show how liquids react on a super-hydrophobic surface.
“One of the challenges we faced was that super-hydrophobic behaviour is happening at a microscopic level. To really understand what’s going on, that this isn’t a photographic trick, we had to use macro-lenses to get into nanometer proportions,” said Piper. “We also shot it at frame speeds—1000 and 1500 fps—that allowed us to hang on these moments because if you look at something in normal speed, the moment is gone and you can’t really understand why the boot stays dry through a muddy puddle.”