Benjamin Moore Questions Its Own Paint in Latest Campaign

Brand Gets Philosophical About Its Product

Published On
Mar 14, 2016

Editor's Pick

Benjamin Moore and The Martin Agency get philosophical about paint in a striking new brand campaign. An anthem spot asks big questions such as, "What if there was a paint that made you look at paint differently, question everything you know and what you don't know? One that completely rewrote paint's genetic code so it can strengthen any color? What if it's made with better ingredients, given super powers and even a secret base to test those powers?"

The poetry is juxtaposed with striking, surprising scenes such as child watching a UFO land in his yard, 3D moviegoers taken aback at the theater and secret service agents guarding a high-security compound -- leading up to the final big ask, "Since Benjamin Moore reinvented paint, it makes you wonder, is it still paint?"

Along with the anthem, the brand has released product-specific spots for its Arborcoat stain, Aura and Natura paints as well as one focusing on its retailers. Thirtytwo of Pulse Films directed the ads.

"With this creative, we are challenging the very definition of paint and stain, supporting our theory that only Benjamin Moore can make the impossible possible, said Benjamin Moore Director of Brand Marketing Chris Connelly in a statement.