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Benjamin Moore is introducing the line with a commercial in the Northeast starting today, showing a West Roxbury, Mass., little league team being surprised with an upgraded baseball field and its own Green Monster wall and scoreboard. The ad is backed by The Standells' classic track "Dirty Water," which also blares out of Fenway speakers whenever the Red Sox win.
"We were so so excited when we found out we could use that song," said Justin Bajan, senior copywriter at The Martin Agency, which won the paint manufacturer's business in February 2013. "It was a big win. We wanted to avoid the generic and resonate with fans, so it was important to avoid stock music."
Nick Harris, VP-Marketing at Benjamin Moore, said he had challenged The Martin Agency to make more of the company's longtime Red Sox sponsorship.
"Benjamin Moore paint has been used on the Monster for many years," he said. The color is mixed in a scientific matter, precisely and consistently, in Milford, Mass. "The Martin Agency asked 'Why don't you highlight that?"
A year of gestation followed before the project truly came to fruition. "We thought, let's put the idea in a can, so to speak, and give the Green Monster to the fans," said Vanessa Fortier, senior VP-creative director at the Martin Agency. "You can take it home now and put it in your house."
In addition to the TV spot, a microsite at monstereverywhere.com lets visitors insert their zip codes to locate retailers and watch videos featuring a cast of Boston-area characters handpicked by director Alec Sutherland of production company Element.
"We went to Boston to film moments from Red Sox Nation," Ms. Fortier said. "We spoke to everyone from megafans to the painter who's painted the Green Monster for years."
There will be a gallery to show how consumers are incorporating the "Green Monster" shade into their lives -- the Martin agency has already encountered a Green Monster muralist -- and encouragement to tag photos with "#monstereverywhere."
Benjamin Moore is also giving a portion of the proceeds from the paint line to help renovate Boston youth league baseball parks.
The company has more promotions and events planned for this year as its campaign continues into next season. "Benjamin Moore will be at opening day," Mr. Harris said of next spring's opener. "We want to continue the Fenway Collection to see what it looks like in 2015."