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MythBusters duo devise experiments to test claims of Dulux in new-look ad campaign

Dulux has turned to the presenters of TV series MythBusters to demonstrate the quality of its new Wash&Wear product in what the paint brand described as the biggest advertising campaign in its 82-year history

In the executions, Jamie Hyneman and Adam Savage conduct a series of experiments in a similar vein to the TV show to test Dulux claims that it is the “best product we’ve ever made”.

Full versions of the videos will appear on Youtube and on a dedicated website, duluxtested.com.au.

The campaign, which kicked off yesterday and was created by Communicado Marketing Communications, is a departure from the brand’s traditional advertising featuring the Dulux dog.

Dulux marketing manager Jo Katsos said: “Our brief to Communicado was to drive public relations to support the launch, but they answered the brief with an idea that could extend above-the-line.

“We knew immediately that the MythBusters concept was strong and that we needed to explore the fit with our audience. To ensure it resonated with consumers, we researched the concept along with an additional three creative concepts from other above-the-line agencies.

“Resonate it did, with research showing that MythBusters was by far the most engaging pathway researched.”

Clemenger BBDO Melbourne is Dulux’s agency of record.

Hyneman and Savage developed the scenarios which were shot in San Francisco by their production company Non Lethal Productions.

Savage said: “When we were presented with the Dulux opportunity we felt there was a real alignment. In our characteristic style we jumped in with both feet and found playful ways to challenge the Dulux claims.”

The MythBusters logo will also feature on point of sale, digital and social channels following an agreement between the pain brand and Sydney-based Beyond Productions which created and produces MythBusters.

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