About this advert
By: Euro RSCG London
26 January, 2011,
Ben Brewer (PulseMedia)'s view
The ‘Let’s Colour’ campaign was something which managed to draw out a lot of press attention; mainly due to the community involvement which helped create some great ads for the campaign. This ad in particular is one of our favourites; although it is a long ad our attention never seems to deviate from the screen. Seeing the vibrant colours changing the town is something which truly helps Dulux’s positioning as the authority in colour within the paint industry. This is especially shown in the scene which sees the stair wells being painted over from dark colours to light. The speed of the ad is something which we found interesting; to begin it is real-time footage which then speeds up to show the city being transformed from a dreary place to something completely different. 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. 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. The music to the ad is particularly good as it is uplifting, the way the ad is edited and put together fits perfectly with the music and helps evoke some real emotion and interest in the ad. Dulux has no mention at all until the end of the ad, even the paint cans being used are painted over, in our opinion this helps create interest in the ad. People want to watch to see who has produced it, who is being advertised and what the ad is about. This campaign was global which aimed to gain community involvement to change the world into a more colourful place, more information can be found at http://letscolourproject.com/
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