Have you ever asked for help at a "big box store" only to get an answer that's almost comically unhelpful? Benjamin Moore's newest TV spots, created by The Martin Agency and directed by Frank Todaro, capitalize on this unfortunately relatable experience. If only unhelpful retail experiences were this funny in real life.
The three spots, set to release in May as part of a spring campaign, feature customers asking for assistance with various painting projects, and they receive all sorts of non sequiturs from two clueless puppet employees. In the "Stain A Deck" spot, the puppet employees refer a customer to another employee called "Deck Stain Jerry"--until they remember that Jerry doesn't work at the store anymore. The commercial ends with a question: "If you're not talking to your Benjamin Moore retailer, who are you talking to?" Someone without a clue, apparently.
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," someone asks for help prepping a wall for paint and receives questionable plant advice instead.
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.