Glidden® Paints Launches New Integrated Ad Campaign
"Everyone Can Paint" Campaign Will Feature the Faces of 50 Glidden Painters on Times Square Jumbotron to Complement Nationwide Free Paint Giveaway
NEW YORK, May 16, 2011 /PRNewswire/ -- AkzoNobel's Glidden® Paints today launched a new integrated advertising campaign, the third year of the brand's multiyear "Glidden Gets You Going®" reinvention. "Everyone Can Paint," developed by DDB New York and its European partner ETCETERA, celebrates the reluctant or unexpected painter by demonstrating that with Glidden, anyone can paint and love the results.
"Two years ago, the Glidden relaunch met tremendous success thanks in part to the effectiveness of the "Glidden Gets You Going" campaign," said Rob Horton, vice president of marketing for the maker of Glidden paint, AkzoNobel Paints LLC. "This effort reinforces how easy Glidden makes it to add color to your life, and invites consumers to experience for themselves what our customer satisfaction results show. Especially as Glidden Paint enjoys rapid expansion, we wanted to applaud the painters of the world."
The highlight of the campaign is an epic, sweeping tribute to nonpainters featuring cowboys, nuns, children and young women. The spot illustrates that with Glidden Paint, truly anyone can paint and love the results. In the ad's final scene, a crowd of people painting with Glidden gathers, with each painter placing a can down to collectively form the face of one of the spot's characters in celebration. Directed by Rocky Morton, the energetic piece emphasizes the energy of the brand with ELO's "Mr. Blue Sky" as its score.
Complementing the television spot, Glidden Paint is also inviting painters to upload a photo of themselves to the brand's home page for a chance to be one of 50 painters whose "Gliddenized" photo will be featured on the American Eagle Jumbotron in Times Square on June 30. As in the TV ad, the images displayed on the Jumbotron will be formed in Glidden Paint cans, and painters will be able to preview their image when uploading to www.glidden.com <http://www.glidden.com>.
Building on the television and print ads that tout that "97% of people who use Glidden paint would recommend it to a friend," Glidden Paint is also inviting consumers to "see why" by visiting www.glidden.com to pick their color and order a free quart of Glidden paint. The giveaway will run for two days starting today.
"With this campaign, we wanted to capture and celebrate those personal moments of pride when a painter sees the job finally done, and introduce Glidden Paint to a new group of people who have a hard time getting started with their painting projects," said Peter Hempel, president and CEO of DDB New York. "The campaign is designed to instill confidence in would-be painters and demonstrate that with Glidden, anyone can get results they're proud of."
About Glidden Paint
The Glidden Paint brand offers a rich tradition of innovation and color inspiration, having consistently embodied quality and performance for generations of customers. From the first latex paints that were developed and marketed under the Glidden brand decades ago to today's broad assortment of versatile paints, Glidden makes it easy for consumers and paint contractors alike to turn inspiration into action and add color to people's lives. Available nationwide at The Home Depot, Walmart, company-owned Glidden Professional Paint Centers and other fine retailers, Glidden Paint is a brand of AkzoNobel, the world's largest paint and coatings company.
DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. Consistently one of the most creatively awarded networks globally, DDB was Campaign's 2009 Global Network of the Year and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With more than 200 offices in over 90 countries, the DDB Group helps grow the value and influence of leading brands around the world. We believe that creativity is the most powerful force in business, allowing us to develop the ideas that people want to play with, participate in, and pass along. We call this Social Creativity, which results in ShareValue, the powerful combination of influence within social communities and tangible business performance. DDB Worldwide is part of Omnicom Group Inc. (OMC).
SOURCE DDB Worldwide
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