Let's Colour

Phillipa Allden - 16:48 26 January 2011

As the Brand Manager for Colours and Tinting at Dulux Trade, Ben has exactly captured the essence of this ad. As a global industry, we wanted to create an ad that would capture the imagination of people around the world, no matter where they live or which of our brands they are using. As Ben has stated it was important to not only highlight the transforming power of colour, but the difference it can make to a community. An excellent review.

richard scullion - 17:15 26 January 2011

I was drawn to several parts of Bens assesment - glowing as it was like fresh paint
1. Showing the paint covering over graffiti on the buildings shows Dulux in a very positive light; caring, socially responsible and helping to transform these worn down locations into something which people will really enjoy.
what about the idea that authenticity is what a lot of people craave now not taditional fresh painted walls but murals, dododles, individuality - and at times graffiti too? Is there anything to support the notion that dulux really posess these values then?
2 People want to watch to see who has produced it, who is being advertised and what the ad is about.
As a piece of film it is very well shot but I am not sure the brand name adds anything other than a raher disappointing 'ah its just an ad' kind of response and when i used it in first year classes nobody wanted to know who - as in which brand- produced it - they were more interested in the idea of transformation
3. The speed seems to act as an attention grabbing tool, by quickly changing the pace of the ad the attention of the audience is maintained.
is it attention alone - maybe but i agree changing pace adds a depth to the overall impression
as phillipa implies - its not paint or even colour that transforms but what people do with a collective sense of purpose

Ben Brewer (PulseMedia) - 18:17 26 January 2011

The ad shows homes being re-painted, with the paint covering over graffiti. As much as I agree with you about the individuality graffiti and ‘street art’ or murals can bring to a community; personally I would not like my own home to be covered in graffiti too. So in that respect it could be said that the paint is restoring the pride that one feels for their own home, reclaiming what the vandalism has taken.
Regarding the brand revealing itself at the end, it is in my opinion that the entire campaign was more a positioning statement rather than a ‘full-on’ sales driven ad for the brand; hence the subtle reveal and the paint covered cans. Building on from the ‘We know the colours that go’ campaign Dulux have moved beyond the interior (although still a huge focus of course) and they are now showing how colour can help transform the dull, grey cities of the world into things of beauty. I understand what you mean about the effect of the ad on some viewers, however, transforming the world is something that I am sure Dulux as a brand are attempting to do with this ad. So by getting the viewers interested in the notion of transformation itself is surly a good thing? The other TV ads for the Let’s Colour campaigns were more sales driven and in my opinion not as profound as this ad, they showed colour being used and had a call-to-action at the end. It is my opinion that this ad was the main feature of the campaign, one which was intended to make consumers think about colour and community to enable the rest of the campaign to roll out.
The speed increases once the viewer can identify that a community has gathered to change/transform itself and slows down again once they have finished. This could be fulfilling the campaign objectives to clearly depict the communal aspects of the campaign and make the ad as focused on community as it is on paint, colour and transformation.
The way in which Dulux gathered these communities should be mentioned too; Dulux had blogs created for the campaign in which people could sign up to have their local communities re-painted. This would further suggest that the graffiti being painted over was vandalism and not a mural.

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