Dulux New Zealand has just launched a new TVC and it’s a toe-tapping, hand-clapping wee number. The 30-second ad, developed by Clemenger BBDO and shot by Finch, centres on a catchy tune and features a wide range of home-dwellers (even babies) changing up their décor with a clap of the hands.
The Dulux dog also makes a couple of appearances in the ‘Go Colour’ TVC, because hey, it’s not a Dulux ad without the Dulux dog.
The ad is part of a campaign launching the 2014/15 Dulux colour range, which features 300 new colours with a focus on brights.
Dulux says the campaign is based around insights that found colour selection is the hardest part of painting.
The campaign also showcases new tools from the company that make picking colours easier, Dulux national marketing manager Shontelle Crosswell says.
“The campaign works on a transitional and tactical level, establishing the ‘go colour’ tagline and showcasing the Dulux tools that put the possibilities of colour in your hands,” she says.
The spot features the Dulux Colour NZ app, which is free and allows users to explore and match paint colours via your smartphone or tablet.
The ‘Capture’ function is the most fun aspect of the app, and it is strangely addictive.
The app lets you scan over an area or an item with your smartphone camera, with the app matching the colours in the frame to Dulux colour swatches.
On 13 October Dulux New Zealand also released a lovely little clip promoting the brand’s ‘artist edition fandecks’.
The company pairs up with three artists who use the product to create three lovely prints. And the entire art production process is documented in this two and a half minute video.
In 2012, Clemenger BBDO/OMD Wellington picked up a silver at Cannes for Dulux ‘What’s your Dulux colour of New Zealand’, in best use of integrated media.
And the pair have released a couple of other colourful campaigns over the years.
A couple of months ago, Dulux appointed Pead PR to manage its public relations, taking over from Dock St.
Pead PR will promote Dulux’s colour forecast programme, its 75th anniversary celebrations and alignments with DOC and The Block NZ television series, among other projects.
Credits:
Dulux New Zealand
National Marketing Manager: Shontelle Crosswell
Senior Brand Manager: Hadley Vaughan
Clemenger BBDO Wellington
ECD: Philip Andrew
Creative Director: Brigid Alkema
Creative: Erik Hay
Design Director: Steve Boggs
Agency Producer: Martin Gray / Jen Gasson
Account Director: Brendan McElroy
Senior Account Manager: Katy Baker
Media: Nick Ascough and Cliodhna Martin, OMD
The Finch Company
Executive Producer: Karen Bryson
Producer: Nikki Smith
Director: Alex Roberts
Director of Photography: Andrew Stroud
Post Production online: Beryl
Casting: Catch Casting
Production Design: Bruce Everard
Music: Franklin Road
