Benjamin Moore : Baby's Room

Published On
Mar 25, 2015

Editor's Pick

Have you ever asked for help at a "big box store" only to get an answer that's almost comically unhelpful? Benjamin Moore's newest TV spots, created by The Martin Agency and directed by Frank Todaro, capitalize on this unfortunately relatable experience. If only unhelpful retail experiences were this funny in real life.

The three spots, set to release in May as part of a spring campaign, feature customers asking for assistance with various painting projects, and they receive all sorts of non sequiturs from two clueless puppet employees. In the "Stain A Deck" spot, the puppet employees refer a customer to another employee called "Deck Stain Jerry"--until they remember that Jerry doesn't work at the store anymore. The commercial ends with a question: "If you're not talking to your Benjamin Moore retailer, who are you talking to?" Someone without a clue, apparently.

In the second spot, a customer asks for baby-safe paint. "Start with bubble wrap--aisle 7," a puppet says from behind the counter. In "Tough Plant," someone asks for help prepping a wall for paint and receives questionable plant advice instead.

Benjamin Moore's new spots are the latest out-of-the-box efforts from the world of paint, including Dulux and BBH London's white-washed dystopia spot and Valspar and FCB Chicago's "Color for All" film about colorblind people seeing color for the first time.


Mar 25, 2015
Brand :
Benjamin Moore
Client :
Benjamin Moore
Agency :
The Martin Agency
Client :
Benjamin Moore
Chief Marketing Officer :
Ron Schuller
Director, Marketing :
Julia Miller
Director, Brand Management :
Chris Connelly
Marketing Programs Manager :
Dave LaMere
Programs Manager of Retail :
Jodi Fulmer
Senior Manager of Digital Engagement Marketing :
Amanda Delorme
Senior Manager, Media and Activations :
Deb DeHamilton
Manager of Visual Merchandise :
Mindy Murphy
Chief Creative Officer :
Joe Alexander
Creative Director :
Vanessa Fortier
Creative Director :
Dave Gibson
Associate Creative Director :
Justin Harris
Executive Producer :
Christina Cairo
Broadcast Producer :
Beata Mastalerz
Junior Broadcast Producer :
Peter Szijarto
Senior Production Business Manager :
Kelly Clow
Business Manager :
Melissa Johnson
Group Project Management Supervisor :
Karen Baber
Project Manager :
Riana Bocchino
Group Planning Director :
Matt Mattox
Digital Producer :
Kim Zaninovich
Digital Producer :
Betsy Wishart
Associate Director, Design :
Josh Corliss
Tech Director :
Jeremey Misavage
Production Company :
Moxie Pictures
Director :
Frank Todaro
Executive Producer :
Karol Zeno
Producer :
Laura Heflin
Editorial Company :
Cosmo Street
Editor :
Tiffany Burchard
Producer :
Laura O'Shea
Puppet Props :
Legacy FX
Executive Producer :
Alan Scott
Telecine :
Company 3
Colorist :
Tim Masick
Producer :
Rochelle Brown
Music :
Tim Cullen Music
Audio Post Company :
Rainmaker Studios
Executive Producer of Audio :
Kristin O'Connor
Executive Producer of Editorial :
Maura Woodward
Engineer/Mixer :
Jeff McManus

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