Benjamin Moore's post-lockdown spot asks us to 'thank' the walls that have contained us

Ad by FIG asks us to give a little love to the rooms that have doubled as offices, yoga studios and more

Published On
Aug 26, 2020

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Paint brand Benjamin Moore is encouraging people to give their walls a fresh coat as a "thank you" for sheltering them during the pandemic.

The new campaign plays on the insight that, as we spent so much time at home, our rooms have had to double as offices, classrooms, yoga studios and more—and have had more than their fair share of wear and tear. "They've stood by us, even when we've got a little stir crazy," says the narrator. 

The effort  was created by agency FIG and directed by Errol Morris, who previously worked together on Benjamin Moore's "See the Love" campaign which spotlighted the contractors, retailers, painters and others involved in doing the work of improving people's homes. It will run nationally, as well as being boosted in select markets where sales were most impacted by COVID-19, and will include TV, radio, digital, and social. 

“It’s not just that we’ve spent so much time inside our homes, we’ve also changed how we use them," says Howard Finkelstein, creative director at FIG. "Dining rooms became classrooms, bedrooms did double duty as yoga studios, we actually started cooking in our kitchens. And our walls have taken the brunt of this extra use. They’ve put up with our kids being stuck inside, bouncing off them. They’ve been our footrest during Zoom calls. Take a look at whatever area you’ve turned into an office and I guarantee you'll see some scuff marks that weren't there in March. What better way to show our walls some gratitude than with a fresh coat of paint?"


Aug 26, 2020
Client :
Benjamin Moore
Agency :
Founder :
Mark Figliulo
Partner & Chief Executive Officer :
Judith Carr-Rodriguez
Partner & Chief Creative Officer :
Scott Vitrone
Partner & Chief Strategy Officer :
Caroline Krediet
Partner & Chief Financial Officer :
Richard Tan
Partner & Chief Operations Officer :
Robert Valdes
Creative Director :
Ross Fletcher
Creative Director :
Howard Finkelstein
Senior Copywriter :
Karly Brooks
Senior Art Director :
Vignesh Seshadri
Head of Production :
Jill Landaker
Senior Producer :
Verity Bullard
Studio Editor :
Josiah Spencer
Executive Director Client Services :
Kristen King
Group Account Director :
Katie Gallagher
Account Supervisor :
Sarah Light
Group Strategy Director :
Nika Gokhman
Media Strategy Director :
Angela Kohlhoff
Project Manager :
Kaki White

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