AMV uses outdoor imagery for Dulux

Abbott Mead Vickers BBDO is using wintry images of the great

outdoors in a £2.5 million press and poster campaign to promote a

new range of paints for Dulux.

The Nature's Touch brand is a range of textured paints inspired by the

"weathered colours of the natural world".

Using the line, "For the Great Indoors", each execution shows a beach

landscape with a light switch, dimmer or power point pictured in the

sand or sky to illustrate how interior walls could imitate the feel of

the landscape.

The campaign will break in the national press in March and will appear

in lifestyle magazines. It was written and art directed by Jeremy Carr,

the typographer was Mark Elwood, the photographer was Harry Corry-Wright

and media was bought by PHD.

The campaign follows on from Dulux's £10 million "You find the

colour; we'll match it" TV campaign last year, which saw a woman finding

her perfect shade in her boyfriend's belly button fluff. The ad, which

showed the couple cavorting in bed, was deemed inappropriate to be shown

before 9pm.

Other Dulux spots showed a teacher yanking the plasticine head off a

model in a primary school display to match her paint, a girl stealing a

pair of pants off a washing line and a woman mistakenly inflating a life

raft after seeing that the emergency toggle is the shade she's been

looking for.

The TV work has spawned a website containing a virtual paint mixer,

designed for women wanting to experiment with paint colours but who are

too scared, and a viral campaign and game aimed at spreading the word

about the brand.


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