Australia humour is rarely sophisticated, but it often comes from very human Aussie truths. Aussies are good at laughing at themselves. DDB Melbourne has gifted that humour to British Paints in a new campaign that features spokespeople who haven’t always made the smartest of choices. The light-hearted campaign’s dry Aussie humour shows that anyone can make a smart choice for their painting project when using British Paints.
Mitch, who has his ex-girlfriend’s name tattooed on his arm made a smart choice for his interior paint by choosing British Paints Clean & Protect. And even Baz, the sun-bronzed exhibitionist in Budgie smugglers can choose the right paint with British Paints 4 Seasons for his exterior paint job.
Rachel Ryan, senior brand manager at Dulux, commented, “Choosing the right paint can be a challenge for consumers. We believe the playful, memorable nature of this campaign speaks to a broad audience and leaves them with an understanding of our products’ key benefits, making their choice to select British Paints that much easier.”
Anneliese Sullivan, senior copywriter, DDB Melbourne, added, “It’s great to bring some humour and heart to an iconic Aussie brand like British Paints. We know that choosing the right paint can be a stressful decision. But we think the dry humour in this campaign will really resonate with the army of Aussie DIYers out there in a meaningful way.”
The campaign launched with the Ex Girlfriend film to coincide with the launch of the new and improved Clean & Protect product formula. The full campaign will feature across TV, BVOD, SVOD, online and social media.
Credits
Client: British Paints
General Manager – DuluxGroup Limited: Richard Hansen
Dulux Decorative Marketing Manager: Therese Winterburn
Senior Brand Manager – British Paints: Rachel Ryan
Product Manager – British Paints: Eleanor Wilcock
Agency: DDB Melbourne
Chief Creative Officer: Stephen de Wolf
Group Executive Creative Director: Psembi Kinstan
Group Creative Partner: James Cowie
Senior Art Director: Josh Brown
Senior Copywriters: Anneliese Sullivan & Carly Dallwitz
Head of Craft: Adam Hengstberger
Head of Production: Sonia McLaverty
Online Editor: Tom Marley
Senior Business Director: Jessie Mitchell
Business Manager: Sam Simpson
Planning Director: Chris Regan
Production Company: Palomina
Director: Matt Kamen
DOP: Simon Walsh
Executive Producer: Kate Merrin
Production Designer: Ella Carey
Casting: Northside
Colourist: Marty Greer
Offline: c/o Palomina
Online: Tom Marley
Sound: Bang Bang
Sound Design: Tristan Dewey
