Channel 4 made Gogglebox viewers watch paint dry for an entire ad break on Friday (29 April) as part of DIY brand Ronseal’s latest ‘straight-talking’ campaign.
The three-minute film, devised by creative agency BJL, shows a man using a Ronseal product to paint a fence in silence, pausing only to drink a cup of tea and marvel at his own handiwork. The ad is a literal example of the brand’s straight-talking approach, its strapline ‘does exactly what it says on the tin’.
The ad break is the result of collaboration between 4Sales, Ronseal’s creative agency BJL and Mediacom. It has also been supported by 4Creative who recreated the channel’s iconic idents as part of a co-branded 10 second intro to the broadcast.
Viewers were encouraged to share their reactions on social media using the hashtag #RonsealAdbreak. The film was also available to watch on Ronseal’s web-site and social channels, along with a tongue in cheek ‘best fence painting moments’ edit, along with a further 15 minutes of fence painting ‘action’ for those wishing to see the project completed.
James Smith, Ronseal’s marketing director, said: “When our strapline ‘It does exactly what it says on the tin’ first launched in the 1990s, we became famous for having a direct and straightforward approach to promoting our products. Today, very little has changed.
“We continue to be straight and open about the fact that for many people DIY isn't always the most exciting task. We don’t glamorise DIY. We know our products won’t change your life but they will help get a difficult task done quickly and easily. Never is that message more important than on a Friday night before a Bank Holiday weekend.
“Our creative team, BJL, worked closely with Channel 4 and 4Creative, as well as Mediacom, to create an ad break that was disruptive in a radically different way. It recreates the reality of the task and reminds people to use a product that makes it easier so they can get on with enjoying their free time.”
On working with Channel 4, Smith said: “Channel 4 was the obvious partner to work with us on this campaign, with their track record as an innovative broadcaster, and with the social engagement Gogglebox generates, it seemed a natural fit too.”
Richard Pearson, BJL's creative director, added: “Gogglebox viewers are the ultimate TV critics and we were determined to produce a film which would stand out and give them as much to talk about as the rest of the programme. Channel 4 have been incredible partners to work with, their ‘born risky’ ethos was perfect for this ad break.”