• by Larissa Faw , February 28, 2017

Kilz, manufacturer of paint, primer and other home care products, is launching a new campaign with HGTV personality Chip Gaines, star of "Fixer Upper" with his wife, Joanna Gaines.

Rather than create a typical “ad campaign” that uses a spokesperson in a straightforward manner, Kilz and its agency Arcana Academy are developing an umbrella story-arc that showcases Gaines and his backstory as part of the message about authenticity, hard work, and leaving the world a better place.

The “Kilz Visionaries” series kicks off with a three-minute mini-documentary featuring Gaines talking about his life, work ethic and beliefs. The clip mixes shots of him at work and at home discussing the importance of having vision, as well as the difference between getting things done and getting them done right.

The campaign also includes video profiles that feature contractors, architects, engineers, construction workers, street artists, painters of various kinds along with professionals and DIYers.

The multifaceted effort includes social media video spots and paid posts, a Web site, a full library of images and photography, as well as several TV spots.

To support this campaign, Arcana worked with Haworth Marketing + Media to develop integrations within “Fixer Upper” and other Scripps properties as well as other video platforms.

This is the first advertising campaign within a broader endorsement deal: Kilz originally signed Chip Gaines as a spokesperson more than a year ago.  

Kilz is owned by Masco Coatings Group.