British Paints encourages novice painters to conquer FOMU
British Paints has called on novice painters across the country to conquer their FOMU, Fear Of Messing Up.
Leveraging the popular term ‘FOMO’, Fear Of Missing Out, the campaign encourages painters to try painting with British Paint.
Created by DDB Melbourne, the ad features ‘Greg’ a man who hasn’t been able to paint the nursery for his unborn child after spending nine months attempting to.
Stuart Turner, ECD at DDB Group Melbourne, said in a statement: “We’ve all been in a position where we needed to tackle a large-scale paint job and felt overwhelmed or scared about how to approach it. It’s this insight that led us to come up with FOMU – the ‘Fear of Mucking Up’.
“FOMU encompasses all of the things that can feel like barriers to starting a new paint job. It’s the quiver in your hand as you put the roller to the wall.
“The indecision in the face of a thousand colour swatches. The all-consuming thought that if something can go wrong with a painting job, it probably will.”
The campaign is running across TV, digital, social and in stores.
Credits:
- Client: British Paints
Marketing Manager Paul Murphy
Brand Manager Sue Pham
Senior Brand Manager Kelly Magee
Product Manager Nicholas Walsh - Agency: DDB Melbourne
Managing Director: Kate Sterling
Executive Creative Director: Stuart Turner
Art Director: Becky Morriss
Copywriter: Anna Yates - Head of Broadcast: Tuesday Picken
Group Business Director: Lucy Haworth
Business Director: Katie Franklin
Chief Strategy Officer: Karen Dwyer
Business Manager: Natalie Linsdell - Production Company: Sweetshop
Director: Damien Shatford - Producer: Nik Aulich
Managing Director & Executive Producer: Edward Pontifex
Executive Producer: Loren Bradley
Offline Editor: Simon Price – Arc Edit
Colourist: Edel Rafferty
Online: Ant Newton – Alt Vfx
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Performance got a grin from me. But how does British Paints paint help you overcome fear of stuffing up?
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Agree. Fun to watch but doesn’t answer its own question or even direct you where to find out.
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