Ronseal takes over ad break with three minutes of 'watching paint dry'

Ronseal is taking over an entire ad break on Channel 4 tonight in which the viewer is invited to watch paint dry.

The three-minute film, created by BJL, shows a man using Ronseal to paint a fence in silence, pausing only to drink a cup of tea and observe his handiwork.

The ad break, during Gogglebox at 9pm, has come about following a deal between Ronseal’s media agency, MediaCom, and 4Sales, Channel 4’s sales arm. 

The ad was created by Karl Stones and Richard Pearson at BJL, who said: "Gogglebox viewers are the ultimate TV critics and we were determined to produce a film which would stand out and give them as much to talk about as the rest of the programme. 

"Channel 4 have been incredible partners to work with. Their ‘born risky’ ethos was perfect for this ad break."

It has also been supported by 4Creative, the broadcaster’s in-house creative agency, who recreated Channel 4’s idents as part of a co-brand ten-second intro to the broadcast. 

David Schofield directed the spot through Mob Film.

Ronseal’s marketing director, James Smith, said: "We continue to be straight and open about the fact that for many people DIY isn't always the most exciting task. We don’t glamorise DIY.  

"We know our products won’t change your life but they will help get a difficult task done quickly and easily. Never is that message more important than on a Friday night before a Bank Holiday weekend."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published