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.”