AMV BBDO employs comic approach in Dulux Once TV work

Abbott Mead Vickers BBDO has created a humorous 40-second spot to support the relaunch of Dulux’s one-coat product Once.

Abbott Mead Vickers BBDO has created a humorous 40-second spot to

support the relaunch of Dulux’s one-coat product Once.



The ad, which breaks on 20 March, continues the tongue-in-cheek style

used in the Dulux Colour campaign. The aim is to reflect a down-to-earth

image of the brand.



Set in Amsterdam, the ad follows a young couple as they paint their new

home in anticipation of a parental visit. Their rollers glide up and

down the bright red walls to hide the graphic images left over from the

days when the residence was a nightclub.



As the couple show the woman’s parents around, the scene is intercut

with flashbacks of steamy pole dancing and implied debauchery.



’There’s so many bedrooms’ comments the mother before her daughter tries

to change the subject.



Thinking they have got away with the transformation, the daughter winces

as her parents spot a tell-tale sexy mural hidden behind the door,

exposing the house’s history.



The ad ends with the Dulux dog and the strapline: ’Dulux Once covers a

multitude of sins in just one coat.’



The ad was written by Nick Worthington, art directed by Paul Brazier and

directed by Paul Gay through Outsider. Media planning and buying is

through New PHD.



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