Taubmans puts whimsical spin on stain resistant paint in new campaign via Naked Comms Sydney

Taubmans continues its mission to reinvigorate the paint category with the release of a new TVC via Naked Communications Sydney, for its flagship premium paint, Taubmans Endure, airing from Sunday 13 September.

Driven by the insight that consumers feel daunted by the task of painting their homes, Taubmans launched its ‘Let’s Go Paint’ brand positioning in 2015, which seeks to inspire people to ‘get started’ by making painting light-hearted and joyful.

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The brand’s newest colourful TVC, produced by its strategic above-the-line partners, Naked Communications, captures the energetic ‘Let’s Go Paint’ brand essence with a playful take on the traditional stain resistant paint adverts.

The advert starts in a conventional family home on a Saturday morning. It’s a hub of activity with mum, dad and the kids enjoying breakfast. As the oldest boy leaves for his day’s activities, it sets off a chain of spills starting with a full cup of coffee going directly onto the kitchen wall.  However, we don’t see any panic in this household as the walls are painted in Endure.

The TVC uses in camera and CG techniques to take the advert into the realms of the fantastic. On contact with the wall the stains transform into unexpected and playful objects such as sweets, balloons and glitter explosions – leaving the walls totally clean. The overall affect is a colourful visual playground that keeps the brand feeling fresh and exciting while also showcasing the very real qualities of the paint.

Says Jon Burden, creative director, Naked Sydney: “Paint itself is so full of colour and energy. We wanted to capture some of that energy and actually bring the stain resistant properties of Taubmans Endure to life.

“Rather than just another ‘stain goes on the wall, wipe stain off the wall’ spot, there’s a little of the fantastic and the playful here. With the surprising soundtrack and the some nice technical effects, we’d like to think it does the product justice.”

Says Nadine Miller-Vachon, marketing director, architectural coatings ANZ: “The Taubmans brand was re-launched this year through the ‘Let’s Go Paint’ TV campaign, which launched over Easter. Our goal is to make people feel less daunted about painting their homes and convey the message that it doesn’t have to be a chore, but instead can be an activity that anyone can do, no matter what age or experience level. Taubmans has always been confident in the strength of our product range and we know that Taubmans Endure is a superior performing paint. Our focus is to communicate its superiority in a fun and unique way that inspires Australians to pick up a paint brush and ‘let’s go paint with Taubmans Endure.”

As one of the oldest paint brands in the Australian market, for over 110 years Taubmans has been committed to applying technology and innovation to help Australians look after their most valuable asset – their homes.

Naked Communications:

Lead Compositor: Maxence Peillon