In New Ads, Benjamin Moore Wonders If It’s Selling Paint or Something Else Entirely

Can it bring color to a drab category?

Last year, The Martin Agency positioned Benjamin Moore with the line "Paint Like No Other," laying it on thick in ads starring a pair of ventriloquist's dummies.

Now, with those creepy puppets gone, client and agency return with a different approach, posing the question "Is It Still Paint?" in the anthem spot below:

So, we saw colorful paint cans stacked like a cityscape, a Close Encounters-type UFO, a game-show sendup, shocked folks at a 3-D flick and a weightlifter.

And then there's the narration: "What if there was a paint that made you look at paint differently—question everything you know, and what you don't know? What if it's built with better ingredients? Given superpowers? And even a secret base to test those powers? … It makes you wonder: Is it still paint?"

Broad strokes, wouldn't you say? A second ad follows the same formula, focusing on the paint's asthma and allergy friendly properties:

There's nothing to sneeze at in either spot, visually. Pulse Films directors Dylan Southern and Will Lovelace (aka thirtytwo) apply a nice even coat of flowing images throughout.

Of course, the product in question is still just paint, and it remains a tough mission to try to challenge that perception and turn it on its head. For many of us, paint will always be a commodity. When shopping for magenta (because we have no taste whatsoever), we seek out the hue, not the brand.

Does making advertising that stands out means the paint will, too? We're skeptical, but if you disagree with our conclusions, feel free to brush them aside. 


Client: Benjamin Moore

Chief Executive Officer: Mike Searles

Vice President, Marketing: Jim Ricci

Brand Management Director: Chris Connelly

Senior Media Manager: Deb DeHamilton

Senior Brand Manager: Harriette Martins

Agency: The Martin Agency

Chief Creative Officer: Joe Alexander

Creative Director: Vanessa Fortier

Creative Director, Copywriter: Dave Gibson

Associate Creative Directors, Art Directors: Mauricio Mazzariol, Justin Harris

Executive Producer: Christina Cairo

Senior Broadcast Producer: Beata Mastalerz

Junior Broadcast Producer: Sara Montgomery

Group Account Director: Rich Weinstein

Account Director: Allison Oxenreiter

Account Executive: Hill Shore

Business Affairs Supervisors: Juanita McInteer, Alice Isner

Senior Project Manager: Courtney Faudree Hurd

Digital Designer: Lauren Erickson

Digital Executive Producer: Kim Zaninovich

Digital Producer: Betsy Wishart

Technical Director: Jeremy Misavage

Senior Developer: Alex McCallum

Senior Art Producer: Wylie Moran

Junior Print Producer: Jamie Dollins

Production Company: Pulse Films

Director: thirtytwo

Producer: Shirley O'Connor

Executive Producer: Hillary Rogers

President of Commercials: Kira Carstensen

Director of Photography: Reed Morano

Production Designer: Philip Ivey

Service Production: Batch Film

Line Producer: Iris Weber

Editorial Company: Final Cut

Editor: Jeff Buchanan

Executive Producer NY: Sarah Roebuck

HOP New York Producer: Jen Sienkwicz

HOP Los Angeles: Suzy Ramirez

Cutting Assistant, New York: Geoff Hastings

Assistant, Los Angeles: BettyJo Moore

Visual Effects: The Mill

Producer: Dan Love

Shoot Supervisor: James Corden

Creative Director: Tony Robbins

2-D Lead Artist: Krissy Nordella

3-D Lead Artist: Greg Gangemi

2-D Artists: Tony Robbins, Blake Druery, John McIntosh, Mina Mir, Antoine Douadi

3-D Artists: Lauren Shields, Nick Couret-Chailloux, Sean Dooley, Xuan Seifert

Matte Painting: Cedric Mernard

Motion Graphics: Laura Nash

Telecine: The Mill

Color Producer: Natalie Westerfield

Colorist: Fergus McCall

Original Music, Sound Design: Q Department

Audio Post Company: Significant Others

Engineer, Mixer: T. Terressa Tate

Audio, Finishing Producer: Alek Rost

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