• by Larissa Faw , March 11, 2020

When you look at cans of paint, it’s difficult to differentiate the brands, which is why Benjamin Moore has refreshed its approach to advertising. 

The makeover, developed with Fig, includes a new mission statement: “to inspire and transform homes, communities, and lives one brushstroke at a time.”

The refresh coincides with a broader paint industry change shifting away from DIY (do-it-yourself) to DIFM (do-it-for-me) that has implications about how and when people paint. 

BM’s new “See the Love” campaign reflects these changes by highlighting the brand’s impact on the community, with a focus on the contractor.

The creative (directed by Errol Morris) uses a male voiceover with a gruff voice who delivers what are meant to be inspirational and empowering messages related to love and community, with images of contractors preparing for work and then carefully painting and restoring homes.  

"While building this campaign, we spoke to everyone from contractors to homeowners to paint retailers, and got a better understanding of how paint inspires them,” said Scott Vitrone, CCO, Fig.  “The thing that really stood out to us was when contractors spoke about the reason they do what they do. They want to make people happy by transforming their homes - their work is a form of love. We immediately knew that's where this campaign had to live."

This is the first campaign the brand has launched with the agency. It includes TV spots debuting this month and in June, with more spots launching later this year.