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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...
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