Have you ever asked for help at a big box home improvement store, only to get an answer that's almost absurdly unhelpful? Benjamin Moore's newest TV spots, created by The Martin Agency and directed by Moxie's Frank Todaro, capitalize on this unfortunate, relatable experience with a funny set of scenarios starring ventriloquist-style puppets.
Three ads, set to release in May as part of a spring campaign, feature customers asking for assistance with various painting projects, ultimately receiving all sorts of non sequiturs from two clueless puppet employees.
In the "Stain A Deck" spot, the puppets refer a customer to another employee called "Deck Stain Jerry"-- until they remember that Jerry doesn't work at the store anymore. In the second spot, a customer asks for baby-safe paint. "Start with bubble wrap -- aisle 7," a puppet says from behind the counter. In "Tough Plant," a shopper asks for help prepping a wall for paint and receives plant advice instead.
The commercials end with a question: "If you're not talking to your Benjamin Moore retailer, who are you talking to?" Someone without a clue, apparently.
Benjamin Moore's new spots are the latest out-of-the-box efforts from the world of paint, including Dulux and BBH London's white-washed dystopia spot and Valspar and FCB Chicago's "Color for All" film about colorblind people seeing color for the first time.