Benjamin Moore Paints It Black With a Halloween Prank at a Haunted Hotel

Martin ambushes the pros

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

IDEA: Get the job done right, and get out. Painters like to work quickly—and no more so than when the job site is a spooky, abandoned hotel where centuries-old ghosts scare you witless just as you're applying that first coat.

That was the premise of a new prank video by The Martin Agency for Benjamin Moore's Ultra Spec 500 paint—a product that's "Scary fast. For a scary good job." The agency found an old hotel in Atlanta, installed hidden cameras, invited professional painters in at night, one by one, to work on a wall deep inside the building—and gave them the fright of their lives.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in