Ronseal turns to hypnosis to inspire DIY fans to get off the sofa this bank holiday
Paint and wood stain brand Ronseal has gone a bit Derren Brown with its latest mesmerising campaign, trading in its ‘Does Exactly What it Says on the Tin’ strapline for 'Do Exactly What it Says On the Tin'.
The latest 'Do the DIY' spot was created by indie agency BJ / Ronseal
Recognising that most viewers would likely prefer to re-watch The Crown on Netflix (again) or have a lie-in than paint their fences, doors or decking, the brand has turned to the persuasive powers of hypnosis to convince viewers to do some DIY this bank holiday weekend.
The tongue-in-cheek spot follows on from Ronseal's 2016 push in which it made Gogglebox viewers watch paint dry for an entire ad break.
The latest 'Do the DIY' spot was created by indie agency BJL, and will run across TV, social and radio, supported by PR and digital pushes with targeted messages. It will launch during Gogglebox on Friday (30 March).
“Ronseal as a brand is known for its straight forward, no nonsense approach – and we’ve never shied away from the realities of DIY," said Ronseal marketing director Jane Ryder.
She added: "I’m delighted we’ve found a way to creatively illustrate the lengths we’re prepared to go to help people get the DIY done whilst still being honest about the fact that people will inevitably put it off.”
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