The Martin Agency Asks ‘Is It Still Paint?’ for Benjamin Moore

By Erik Oster 

The Martin Agency recently launched a campaign for Benjamin Moore asking the question “Is It Still Paint?” in an anthem ad and second spot promoting its Natura line.

The effort follows up last year’s “Paint Like No Other” campaign, the brand’s largest ever, with the question/tagline, which functions as an even bolder claim. “What if there was a paint that makes you look at paint differently?” asks the narrator at the beginning of the anthem ad, going on to suggest Benjamin Moore can also make you “question everything you know…and what you don’t know,” citing that it’s made with better ingredients and “given superpowers” as reasons you may have to question whether the paint which Bejamin Moore “reinvented” is even paint. It all comes across as a bit over-the-top, with images of a UFO landing and a secret base pretty far from having anything to do with the product. The second ad actually serves the tagline better. Since it promotes the Natura line, since the certified asthma and allergy-friendly aspect actually presents a substantive feature to differentiate the paint, making the line “If it doesn’t upset your allergies like paint, is it still paint?” a lot easier to swallow than the similar question framing the first ad.

Client: Benjamin Moore
CEO: Mike Searles
VP – Marketing: Jim Ricci
Director – Brand Management: Chris Connelly
Sr. Manager – Media: Deb DeHamilton
Sr. Brand Manager: Harriette Martins
Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
Creative Director: Vanessa Fortier
Creative Director/Copywriter: Dave Gibson
Associate Creative Director/Art Director: Mauricio Mazzariol
Associate Creative Director/Art Director: 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 Supervisor: 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 A.S.C.
Production Designer: Philip Ivey
Service Production: Batch Film
Line Producer: Iris Weber
Editorial Company: Final Cut, USA
Editor: Jeff Buchanan
Executive Producer NY: Sarah Roebuck
HOP NY/Producer: Jen Sienkwicz
HOP LA: Suzy Ramirez
Cutting Assistant NY: Geoff Hastings
Assistant LA: BettyJo Moore
VFX: The Mill
Producer: Dan Love
Shoot Supervisor: James Corden
Creative Director: Tony Robbins
2D Lead Artist: Krissy Nordella
3D Lead Artist: Greg Gangemi
2D Artists: Tony Robbins, Blake Druery, John McIntosh, Mina Mir, Antoine Douadi
3D 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 and Sound Design: Q Department
Audio Post Company: Significant Others
Engineer/Mixer: T. Terressa Tate
Audio/Finishing Producer: Alek Rost