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Pratt's Pictures Are Worth 1,000 Words

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NEW YORK Cleveland-based paint company Pratt & Lambert today launches its first television spot in 10 years.

The 30-second ad, "Paint Words," created by Doner, Southfield, Mich., plays up the ampersand in the brand's name as a connection between words that describe the product, such as "Exquisite & Enduring." Computer graphics bring the words to life in the paint.

The campaign is part of a long-term strategy to increase consumer awareness of the brand.

"Pratt & Lambert has long been the choice of contractors," Adam Chafe, the company's vice president of marketing, said in a statement. "We're excited to let consumers know they have a choice."

Pratt & Lambert is sold through independent paint dealers and participating Ace hardware stores.

The commercial opens with a close-up of a Pratt & Lambert paint can as a voiceover states, "This is no ordinary paint. That becomes apparent the moment it's opened." The spot then shows the inside of the container with the words "Elegant & Durable." As the paint is poured, "Trusted & Contemporary" appear. As it is brushed on a wall, "Exquisite & Enduring" is seen. The Pratt & Lambert logo, "Never compromise" tagline and a mention of the brand's Web site, prattandlambert.com, conclude the spot.

The ad will air on morning network programs Good Morning America and Today, as well as national cable networks including HGTV, Food Network, TLC and A&E. The media budget was not revealed.