Benjamin Moore's funny ads warn of the perils of paint matching

Comedic campaign from Fig implies you may live with the consequences of an inferior color forever

Published On
Apr 19, 2022

Editor's Pick

Benjamin Moore is warning of the perils of trying to match its paint with another (inferior) brand in a humorous new campaign.

The ads, by Fig, draw from the insight that many consumers and contractors pick colors from Benjamin Moore's range but end up purchasing another brand of paint and attempt to “color match.” But third-party research has proven Benjamin Moore colors cannot be accurately replicated, leaving homeowners feeling disappointed and regretful.

In one ad, a couple ends up living with the shade of blue they picked for decades, at the end of which they are visibly older but still unhappy about their choice. In another, below, a couple convinces themselves that the paint they have chosen works, but only with the lights dimmed. 


The spots feature entertainingly nuanced ambivalent performances and were directed by Ruganzu Howard from Epoch. They're accompanied by social videos on Instagram and TikTok that also educate people on the risks of color matching.

"There’s a real humor in how much we obsess over our homes,” said Ross Fletcher, creative director at Fig, in a statement. “We don’t need to exaggerate the risks of color matching, because the quiet suffering caused by that small mistake is already so fun to watch.” “We know color is typically the starting point when consumers decide to paint, and a great deal of time is spent selecting the perfect hue,” added Benjamin Moore Chief Marketing Officer Steve O’Neill. "With the 'Unmatchable' campaign, we’re hoping to dispel the common misconception that Benjamin Moore colors can be matched elsewhere. Our paints have proprietary colorants and formulas that deliver the exact Benjamin Moore color.”


Apr 19, 2022
Client :
Benjamin Moore
Agency :
Chief Creative Officer :
Scott Vitrone
Creative Director :
Ross Fletcher
Creative Director :
Howard Finkelstein
Art Director :
Samantha Aldeborgh
Senior Copywriter :
Lyla Abi-Saab
Producer :
Doug Harrison
Studio Producer :
Jessica Rosen
Account Director :
Hannah Duchardt
Group Account Director :
Katie Gallagher
Group Strategy Director :
Karin Santiago
Director of Integrated Business Affairs, Birdie Mgmt :
Sara Jagielski
Business Affairs Manager, Birdie Mgmt :
Noel Wilcox
Business Affairs Manager, Birdie Mgmt :
Pamala Wilcox
Chief Marketing Officer :
Steve O’Neill
Director, Brand Marketing :
Yvonne Humphreys
Creative Director :
Felicity Keane
VP Marketing :
Meredith Kinsman
Director Color Marketing :
Andrea Mango
VP, Customer Segments and Product Marketing :
Rob Sheehan
Customer Segments Marketing Manager :
Allison Falciglia
Production Company :
Epoch Films
Executive Managing Producer :
Melissa Culligan
Director :
Ruganzu Howard
Director of Photography :
Bobby Shore
Production Designer :
Michael Walker
Line Producer :
Andrew Graham
Executive Producer :
Joan Bell
Production Services :
Skin and Bones Film Company
Edit :
Editor :
Ian Mackenzie
Executive Producer :
Gina Pagano
Assistant Editor :
Cooper McLane
Flame Artist :
Joseph Miller
Color :
Company 3
Colorist :
Tom Poole
Producer :
Alexandra Lubrano
Production Company :
Heard City
Engineer :
Evan Mangiamele
Executive Producer :
Sasha Awn

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