This week sees the launch of Crown Paints’ first major new advertising campaign for several years with the launch of three brand new TVCs from Wilmslow agency driven.
The campaign comprises three personal life stories of Crown customers that are narrated by a group of colourfully dressed singers sitting on a giant roller. The main 60-second commercial focuses on Hannah and Dave, a couple who first met at an illegal rave and are now expecting their first child. Two supporting 30-second versions feature Luke, who is proving to his mum that he can stand on his own two feet, and Jen, a single woman hoping to get back on the dating scene.
Nick Brookes, managing and planning partner at driven, said: “We’ve been on a brilliant journey with everyone at Crown – from understanding the role we really play in people’s lives, right through to how best to bring this to life in a way that will connect with both the company and consumers. This campaign marks a significant step in that journey.”
Creative director Andy Huntingdon added: “This campaign is bold and disruptive for the category. We were determined to bring the personal stories around the role paint plays in people’s lives to life in an unexpected and distinctive way, which illustrates Crown’s proposition of ‘it’s not just paint its personal’. If we raise a smile or even an eyebrow as well, then why not?”
The creative team behind the campaign is Andy Huntingdon and Martin Smith. It was directed by Stephen Pipe through Tantrum. Stephen Pipe directed, and original music was by Adam Ryan-Carter. Post-production took place at The Farm.
