Coat Paints has launched its debut TV ad to introduce the nation to its brand platform ‘This is the Paint.’
In the first spot, which was created by Hearts & Minds, viewers hear a man talking about a much-loved doll from his childhood. He recalls that when he grew up, people weren’t as opened-minded as they are today and his sisters would sneak him their toys “on the sly.”
He’d take them, dress them up and hide them away ashamedly… but fast forward to the present day, the protagonist proudly emphasizes that he is confident in being himself, as we see the doll perched in front of a luscious painted green wall.
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It’s the first step into above-the-line advertising for the brand following a successful fundraising round, strong trading and B Corp certification this year.
Written by Andy George and Mark Slack, the commercial was directed by Renee Maria Osubu using traditional film that gives it a beautiful, slightly nostalgic feel.
The progressive spot launches during Grand Designs on Channel 4 tonight, and will run nationwide throughout the autumn months. Further amplification will come from digital, social media and PR.