Crown puts pounds 5m into BDH TV push

Crown paint is going head to head against Dulux with a pounds 5 million campaign repositioning itself as the feel-good choice for home improvers.

Crown paint is going head to head against Dulux with a pounds 5

million campaign repositioning itself as the feel-good choice for home

improvers.



The new work, through BDH Communications in Manchester, reinforces

Crown’s emotional appeal with black-and-white images that showcase the

tones in the brand’s range.



The campaign kicks off with a 60-second television commercial showing

how a street is brought to life by the introduction of a little

colour.



The monochrome ad opens on a woman drinking coffee in a cafe and

thoughtfully looking out of the window at the miserable weather.



The action then moves to the scene that she watches as she drinks, just

as the rain starts to fall. As the water pours, passers-by suddenly

realise that each of the droplets is, in fact, coloured, with blue rain

splashing on to a bridge and red drops falling on a man’s hand.



The spot ends with a rainbow lighting up the sky before cutting back to

the woman in the cafe, who is shown in colour for the first time. The

ad’s final impression is that Crown paint brightens up even the most

ordinary of scenarios.



The ad, together with a second shorter film for Solo paint, are Crown’s

first TV work in two years. Breaking on 18 March, they feature the Dinah

Washington song, What a Difference a Day Makes, as background music.



The TV work is being backed up with press executions. It was created by

BDH’s creative director, Nick Wray, and directed by Paul Street of

Streetlight, who also directed Ford Puma’s ’Steve McQueen’ spot. Media

buying is through CIA Media Solutions.



Nick Brookes, BDH’s board account director on Crown, commented: ’Using

black and white gives us a blank canvas to show how Crown brings colour

into people’s lives. ’



BDH won the Crown paint account from Still Price Lintas in 1995.



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