The Advertising Brasserie has unveiled its first work for Ronseal,
created by the former HHCL & Partners team of Dave Shelton and Liz
Waldron, who devised the well-known catchline: ’Ronseal. It does exactly
what it says on the tin.’
The two Advertising Brasserie creatives worked on the latest campaign
with another agency creative, James McCarthy. Shelton and Waldron also
directed the ads and media is handled by MediaCom TMB.
This time, the Ronseal man has a side-kick, with whom he discusses the
merits of various wood coverings.
The campaign comprises eight new executions for four woodcare products,
one of which - Diamond Hard - has not previously been advertised.
One execution opens on the two characters sitting at a freshly varnished
kitchen table. The first man says: ’Ronseal’s quick-drying varnish is
touch-dry in 20 minutes, so I waited 20 minutes, touched it, and guess
Playing along, his friend retorts: ’It was dry?’
The ad concludes with a close-up shot of the product and the famous
Ged Shields, the marketing director at Ronseal, said: ’We had a dual
objective - a fresh creative perspective and a team who truly understood
our tone of voice.’
The Advertising Brasserie picked up the pounds 3 million Ronseal account
in October last year, following a five-way pitch against BMP4, Banks
Hoggins O’Shea, Roose & Partners and the incumbent, Griffin Bacal.