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?"