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
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