Sherwin-Williams

Odd as it may seem, commercials often go awry because the client doesn’t understand what it’s selling. This spot for Sherwin-Williams (via McKinnney of Durham, N.C.) has the considerable virtue of grasping what do-it-yourselfers want from the company — not just paint, which they could get from any number of sources, but expert advice that will make their projects a success. With its own retail network of 3,300-plus stores, Sherwin-Williams is uniquely positioned to answer the questions such people inevitably have about the paint jobs they’re contemplating.