Benjamin Moore "Painting"

Social media are often venues in which people cheerfully display their ignorance on any number of topics. But a campaign for Benjamin Moore (via Cramer-Krasselt/New York) uses Facebook as the site for a series of videos in which experts knowledgeably hold forth on the special virtues of that brand’s paints. (A print ad directs consumers to the Facebook page that links to these videos.) In the video shown here, there’s an appealing blend of the emotional and the practical as a contractor named Jeff Hester sings Benjamin Moore’s praises.