The effort, "Everyone Can Paint," was developed by DDB New York and its European partner ETCETERA.
"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, VP marketing for AkzoNobel Paints LLC, in a statement.
The campaign features cowboys, nuns, children and young women in a TV spot meant to show that with Glidden Paint, truly anyone can paint.
In the final scene of the ad, set to ELO's "Mr. Blue Sky," 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.
The effort includes a consumer-content element where one can upload a photo of themselves to the brand's home page for a chance to be one of 50 painters whose 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 the Glidden.com site. As for the free paint: it's true, Glidden says it is giving away free quarts of paint on its web site for two days.