Dulux imagines a world where colour is banned in prohibition-inspired integrated campaign
Dulux has imagined a world where colour is banned in its latest campaign created by BBH London.
Debuting last night (Sunday 2 March) across Channel 4’s network, the advert is based on the idea that colour can change the way our life stories unfold. With stylistic cues from prohibition America, the campaign takes a more emotional approach to advertising than previous efforts from the paint manufacturer and tells the story of a couple who find live through colour. Showcasing the transformative power colour has on people’s lives.
Set in a fictional time when police have enforced a ban on colour, the ad – directed by Christian and Patrick - sees a flame-haired female protagonist leave her dull, grey apartment with her collar turned up and head held low, failing to notice a wave from her admiring neighbour.
A gun-toting police chase ensues causing a van loaded with paint barrels to capsize and leave a rainbow coloured explosion over the street, picking up an errant paint can the protagonist heads home and transforms her home with a tranquil teal. By adding colour to her home the young woman begins to transform her life, opening up to a world of possibilities and finally noticing her admirer’s advances.
As the camera pans out it becomes clear the red-head is not the only one to take advantage of the wayward paint cans, with residents all over the city transforming their lives with newly painted rooms. The film ends with the strapline ‘Your life is a story, change it with Dulux’.
“This is a turning point campaign for Dulux. It’s a real step-change in the way the brand is positioning itself within the category – moving toward a more conceptual approach that considers the emotional and transformational power of colour,” explained Ann Marie O’Riordan, head of marketing for Dulux.
“It elevates our brand idea that colour can help change your story and is our most integrated campaign to date.”
BBH creative director, Nick Allsop, added: “After the recession, and now the wettest winter ever, this film couldn't be more timely. Its message is simple - Dulux colour can change more than just your walls, it can change your whole outlook on life. We wanted to splash that message across Britain's screens in the most memorable, poignant and filmic way possible. Hence we've written a mini-epic set in perfectly recreated period dress, shot by a Hollywood cameraman, around a 'high concept' idea - what if Prohibition had been about colour and not alcohol. Hopefully the results are dramatic, romantic and stylish enough to make people re-appraise the much-loved Dulux brand.”
The film forms part of an integrated campaign for Dulux with AnalogFolk handing digital, Mischief PR running PR, media buying from Mediacom and in-store activations by Initials Marketing.
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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...
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