Brushfire Bows TV for Thompson’s

NEW YORK Two Thompson’s Water Seal television spots from Brushfire break this week, the first work from the New Jersey shop after acquiring the Sherwin Williams brand’s estimated $8-10 million account in January.

The account, previously at Hanft Byrne Raboy and Partners in New York, was gradually shifted to Brushfire without a review this winter, said John Leonoardi, CEO of the Whippany, N.J., agency. Though the client told Brushfire in January that the account would move, the process was not completed until this spring, he said.

The agency has handled Minwax’s estimated $14 million account for 30 years, and got the Thompson job based on its work for that Sherman Williams product.

“We’ve always believed that bringing out the beauty of wood, romancing the consumer about the beauty of their home or their deck is very important,” Leonardi said.

The Thompson’s Water Seal spots began airing this spring and will continue to run through June, a prime-time period for homeowners to refinish their decks for the summer months. The ads will then pick up again in the fall, when homeowners treat their decks for winter weather.

The agency will also prepare in-store materials and will research the effectiveness of print ads for the product, Leonardi said. The strategy has worked well for Minwax, he said.