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16 Mar 10:00 GMT / 06:00 EST

The Drum Digital Transformation Festival launch

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Gordon Young
Editor-in-chief at The Drum

Ads We Like: paint and primer come together for a romantic interlude

A can of paint and a can of primer fall in love over their shared desires to make your house look its best. That’s the silly-yet-engaging concept for Kilz paint primer’s new campaign.

Kilz took over ESPN.com to launch the new campaign that encourages younger do-it-yourselfers to use primer before they paint, and it appeals with its romantically ridiculous images and retro-music.

A 30-second spot, ‘Primer Loves Paint’, shows a couple – Kilz primer and a generic paint can –finding each other on a dating app, progressing to a first date, moving in together, getting married and taking a honeymoon in the tropics, all set to REO Speedwagon’s hit, Keep on Loving You. The scenes include the cans chatting over espresso, kissing on a ‘kiss cam’ at an arena, painting together, and a hilarious snippet of the two riding horseback in a romantic haze.

Digital and social ads tagged, ‘a match made in heaven,’ show the couple’s dating-app connect and wedding, complete with the full line of Kilz products in the bridal party.

The campaign was created by Los Angeles ad agency, Arcana Academy.

“Ultimately, we want people to make a simple association – primer and paint are better together,” said Lee Walters co-founder and executive creative director at Arcana Academy. “For this audience, you won’t connect if you aren’t novel and authentic. We had to make it relatable, fun, and surprising enough to be engaging even for people who don’t currently have a painting project in mind. They can relate to app dating, getting married and buying houses for the first time, because that’s what they’re doing.”

The greater campaign integrates video and banner ads to web pages that educate consumers on why primer produces better paint jobs and how to choose and apply primer.

View the campaign by clicking on the Creative Works box below.

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