J. Walter Thompson unveils its last TV work for Dulux on 1 April,
marking the end of a three-year relationship.
The commercial is for the Dulux one-coat paint brand, Once, which was
launched as a gloss paint six years ago but has recently been made
available in emulsion.
The idea behind the ad is that Once allows you to paint quickly and
A series of five vignettes show some things that need painting - a
banister, a greenhouse, a lighthouse, a dressing room and a bookcase.
Using a mix of 3D computer animation and traditional animation, the word
‘once’ is made to appear in each ad.
In the opening scene a woman slides down a banister, the shadow of which
appears as a huge letter ‘C’ on the wall behind her and this is then
joined by the letters ‘O’, ‘N’ and ‘E’.
In the greenhouse scene, a climbing rose bush grows from a pot and forms
the word ‘once’ in capitals on a window.
The dressing room vignette shows a shirt being thrown on to a peg with a
big ‘O’ depicted on the back of it. The letters ‘N’, ‘C’ and ‘E’ are
then shown on the wall in rapid succession.
The commercial breaks as a 50-second ad and a 30-second cutdown. It will
run until September, backed by a pounds 2.3 million media spend.
‘Once’ was directed by Michael Serisin through BFCS. The creative team
was Dave Woodall, JWT’s head of art, and the copywriter, Richard Banick.
Post production was by Red Rover and the Mill.
Stephen Carter, managing director of JWT, said: ‘This is a noticeable
and striking commercial. We love it and so does the client.’