Homeowners are totally paranoid about their newly painted walls in Farrow & Ball ads

Campaign by the upscale paint brand promotes its stain-resistant Modern Emulsion

Published On
Sep 14, 2020

Editor's Pick

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. 






Sep 14, 2020
Client :
Farrow & Ball
Agency :
Chief Creative Officer :
Matt Lever
Head of Strategy :
Mel Arrow
Senior Creative :
Will Marsden
Senior Creative :
Jordan Down
Account Director :
Matt Bonny
Account Manager :
Liv Myers
Head of Design :
Dom Grant
Designer :
Sam Hamer
TV Producer :
Kate Banks
Director :
David Kerr
Production Company Producer :
Stephen Johnson
Production Company :
Hungry Man
Edit :
The Assembly
Post :
Sound :
Typographer :
Typographer :
Alison Carmichael
Production Company Producer :
Matt Posner
Production Company :
Editor :
Post :
Sound :

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