Homeowners go to extreme lengths to protect their newly painted walls from guests in a funny new campaign by the upscale British paint brand Farrow & Ball.
The campaign, by U.K. agency BMB, includes the brand's first ever TV ads, promoting its stain-resistant Modern Emulsion with the message that you can relax—because it's washable and wipeable. Three ads running on social and digital media include one in which a woman is horrified to see her guests arriving with a muddy, wet dog. She takes matters into her own hands and wraps the pooch in a CSI-style protective suit.
Another ad sees a woman make a little girl sign a contract to pay for any damage to paintwork when she comes over for a playdate, while a third has guests being invited to drink wine out of baby bottles so as not to make a mess.
The ads, running in the U.S., U.K, and France were helmed by comedy director David Kerr ("Johnny English Strikes Again") via Hungry Man.
“From the moment I read these scripts, I loved them," said Kerr in a statement. "At their heart is a perfect paradox: if you have beautifully painted walls, you want your friends to admire them. But the very act of admiration—human contact—could mess up those lovely walls. It’s a really relatable idea, but the scripts give it a brilliantly absurd twist, showing the lengths house-proud homeowners will go to, to protect their precious walls."
As well as the ads, the campaign includes print and digital out-of-home ads that use text messages between couples as a creative device. There is also social media campaign titled “Wipe Away Negativity,” using comments from social media. Each execution shows a product misconception being written onto a Farrow & Ball painted wall using an offending stain (felt tip pen, mud or ketchup) in beautiful typography before being effortlessly wiped clean. Each film ends with a pristine wall, removed of stain and the title “Relax, it’s wipeable."
Last year, BMB created a tactical ad for Farrow & Ball that ran in the New York Times, after Saturday Night Live poked fun at the brand in sketch featuring Kristen Stewart. The copy described a new paint color—English Roast.