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.