NEWS: Crown unveils mascot to rival Dulux

Crown Paints has thrown down the gauntlet to Dulux at the start of this year’s DIY season with a new campaign through BDH featuring an angelic girl called the ‘little helper’.

Crown Paints has thrown down the gauntlet to Dulux at the start of this

year’s DIY season with a new campaign through BDH featuring an angelic

girl called the ‘little helper’.



The little helper flits around unseen, helping people choose exactly the

right paint for their home - no matter how daunting the task. The

campaign launched with a 40-second spot on 3 April - the first work

through BDH since the Manchester shop won the work late last year.



Al Dickman, the creative director of BDH, said that the pounds 3 million

campaign was designed to capture the classic ‘warm, family’ high ground

at present occupied by the Dulux dog.



‘In painting and decorating, warmth and family values are important. Up

until now, the dog has helped Dulux own these values. The little helper

will help give the dog a run for its money,’ he explained.



The ad, which was written by Steve Hanratty and art directed by Danny

Brooke-Taylor, covers a range of products, from Crown’s one-coat

emulsion to its self-undercoating Solo gloss and Pristine emulsion.



It is being supported by a press campaign for Pristine, a mark-resistant

paint. This stars a messy six-year-old called Mark and will run in

women’s titles, home interest magazines and Sunday newspaper

supplements.



Crown’s Advance will also be backed up by a national press campaign in

May, while Crown Solo gloss will feature in its own 48-sheet poster

campaign under the tagline ‘Say Solo-ng to Undercoat’.



The TV commercial was directed by Bill Mather through McLeod and

Partners.



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