Crown Paints returns to print ads

Crown Paints is ending a four-year exile from print advertising with a new campaign for its Breatheasy range.

John Midgley, best known for his work as a fashion photographer, has been drafted in by Manchester's BDH/TBWA for the new initiative.

The fresh burst of advertising sustains the theme developed in TV executions featuring people accidentally coming into contact with freshly painted surfaces to emphasise the claim that the Breatheasy range is virtually odour-free.

CIA Manchester handles media buying for the campaign, which starts this week in national press, home interest and consumer lifestyle titles to coincide with the year's peak period for DIY activity.

Stephanie Brown, BDH's account director on the business, said: "Budgets have prevented Crown having a TV presence in London and going back into print ensures we can get national coverage."

The campaign was written by Danny Brooke-Taylor, BDH's creative director, and art directed by Gary Hulme. Midgley, who works out of New York, Paris and London, was hired to maintain the look and feel of the TV work.

Each of the ads tells a story. In one, a frustrated writer sits at a desk surrounded by screwed-up paper overflowing from a bin.

On his forehead is a purple blotch of paint - the same colour as his wall.

In another ad, a young boy sits on a pouf, a basketball in his hand.

In the middle of the carpet is a blue circle of paint from the newly painted wall.

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