Inspirations Paint asks ‘What’s wrong with Loungey?’ in new TVC via The Village of Useful
Inspirations Paint has launched its new brand campaign, the second since its relaunch in March 2013 via The Village of Useful and Photoplay.
Although Inspirations Paint’s brand awareness has doubled in the last four years, further brand health increases are required and the existing TVC had suffered some wear out.
The key communication objective for the new campaign was to showcase the personal attention Inspirations Paint gives to people’s painting projects but to do so in a highly creative fashion.
The creative was developed by Adam Lance (creative director) at The Village of Useful, Inspirations Paint’s incumbent agency who commissioned production company, Photoplay to execute the vision.
The creative centres around Loungy, a Zoomorphism dog type creature that represents a family’s neglected lounge room paint project. Loungy was a puppet, brought to life by the talented puppeteer Matt McCoy and embellished with minimal post production animation.
Says Joel Goodsir, head of marketing for Inspirations Paint: “We fell in love with Loungy from the first pitch. He brings warmth and humour to the brand and we feel both he and his mates are eminently campaignable.”
Brand Navigator, Inspiration Paint’s market research agency, will conduct the annual brand tracking research post launch, which will include salience metrics on the new creative.
21 Comments
I’m afraid we’re going to have to put Loungey down.
The Village of Shit
What’s your next project? No seriously, The Village, I’m asking. Because after seeing this, there will be none.
Well that’s a dog…no surprise really…awesome Newcastle at it’s best…
It’s creepy and makes me think of animals suffering. It’s really downbeat and nightmarish, why would a paint company go here?
and where was the creative direction?…ffs yous people’s north of Sydney, stick to doing regional ‘brand’ books and low end web sites as Gandhi advised you muppets.
More charm and interest than any shit I’ve seen coming out of my city.
Personally, I like to applaud someone having a go trying something a bit different. Perhaps it goes on a little long (a 45″ might be better), but there’s definitely an idea in there that makes it stand out from the usual dreck on TV.
@Mike
spot on.
Ad of the year! Ad of the year!
Alright you bunch of clowns. Sick of the negativity on this piss website. For a paint brand to do something different than the usual “What should you paint your house?” this is pretty sick and very different.
@I’ve got the answer. The only project you’ll be working on is packing my billy full of Bubba Kush, whilst I whip you with one of those hectic Cowboy whips
@the creative direction…(some shit fucking name) “North of Sydney” “low end websites…you muppets”…seriously…fuck you man. I mean that, sincerely.
@weird. If you think that this reminds you of torturing animals…you’re straight up tripping bro, pop a Xanax and talk to your therapist.
Fuck this website, I’m done with you bunch of amateurs.
Nice counter-balance to the Dulux dog.
420blazeit = Adam Lance?
its paint, calm down. let em grumble, if it works, it works, if not…hey they know something you don’t.
I actually quite like it. It’s smarter than the other paint campaigns out there & the story drew me in.
its a smart idea. It’s weird in a good way, & I’m sure it will work for this brand
Someone’s gonna go postal soon.
Fucking weird and I love it!
God’s country.
I don’t mind this one bit. Shot on a limited budget, sure, but I’ve never seen it before. And in a tough category. Nothing to be ashamed of at all.
This campaign is amazing and Adam Lance is an absolute visionary. One of the most talented creative directors in the country, proven over and over at Cannes over the past twenty years. Love it love it love it.
My review of this ad centres around Cringey, a corporeal ad-man type creature that represents one ad-man’s neglected puppet show criticism project: – Cringey hates this f@cking ad because it makes him f@cking cringe.
Ummmm is that Craig Mclaughlin?