Benjamin Moore, founded in 1883, is one of those legacy brands that usually adopts an earnest tone in its advertising. But now it’s shaking things up in a campaign from the agency Fig that’s whimsical, musical and squarely aimed at younger audiences on TikTok and Instagram.
Two spots breaking today promote a reformulated version of the brand’s signature paint—the Regal Select Interior line. The concept is that it’s not just homeowners who love Regal—the everyday household objects that stare at the walls—all day, every day—love it as well.
One spot, starring a black-cat wall clock, is set to a rewritten version of Christina Aguilera’s “What a Girl Wants.” Here, it’s “What a Wall Wants”—and the meow callback parts are especially purrrfect.