Dulux kicks off Realife ad campaign

Abbott Mead Vickers BBDO has created a new campaign for the relaunch of the Dulux Once brand, and its new paint product, Realife.

The campaign, which breaks next Monday, comprises two TV executions and print work. "Une journee d'amour" is a 40-second spoof of a romantic French film. A handsome painter and his chic client smoulder at each other as he paints her sitting room with Dulux Once.

She expects him to take some time. However, the painter quickly achieves the perfect finish before love has time to blossom. They therefore have no choice but to part, and she is left gazing regretfully out of the window.

"Endangered species" features anxious animated characters on a wall enquiring about their missing friends, Mr and Mrs Smudge and the Stain Brothers.

To their horror, they realise their friends have been wiped out by a J-cloth, now heading their way.

Both films use the trademark Dulux dog, together with the strapline: "There's more to Dulux than meets the eye."

Print work for Realife shows two shots of the same wall, side by side.

The wall on the left has the word "Before" scrawled across it, complete with dirty fingerprints. The other wall is bare. A strapline reads: "Beautiful matt paint that's washable and stain resistant."

Media planning and buying is through PHD. The schedule includes women's magazines, national press, Sunday supplements and interiors titles.

The ads were written and art directed by Nick Worthington and Paul Brazier.

They were directed by Toby McDonald through The Paul Weiland Film Company.


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