MullenLowe London captures how Dulux paint eases that ‘end of the world’ feeling of stains hitting paint in their new spot for the EasyCare range
The spot plays upon the ‘end of the world’ feeling you get when every day, oily stains threaten to ruin your walls. Cutting between a greasy meatball flying towards a beautifully painted wall and a meteor hurtling towards the Earth, we see our family react as the apocalypse unfolds in slow motion.
The campaign has launched in The Netherlands, and will go live in eight other European countries as well as in Southern Asia. MullenLowe London worked with companies OB and Unit.
Media is being handled by MediaCom and launches nationally across TVC, online, press and POS.
“The range of Dulux EasyCare paints enables families and homeowners to truly enjoy and relax in their beautifully decorated environments, free from the stress of stubborn and unsightly stains. Everyone can relate to this “end of the world” feeling when they think their walls are about to get irrevocably stained,” said Kim Potters, Global Marketing Communications Director Paints at AkzoNobel.
“The playful campaign by MullenLowe in London brilliantly makes light of this panic and showcases our top-quality product perfectly. The impressive CGI work produced by MullenLowe London and Unit has been a labour of love and we are thrilled with the adverts that are full of humour. More and more markets are coming on board to run this creative internationally and we are looking forward to seeing the positive effects on sales for Dulux EasyCare.”
Alex Okada, Global Creative Director at MullenLowe London said: “We all know the feeling. Whether it’s your beautiful clean shirt or your immaculately painted wall… stains are taken way out of proportion until they feel like a disaster! The insight is very human and close to everybody who loves their home. We created a visual metaphor of this feeling and added a good dose of humour to showcase the qualities of this amazing product.”