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
https://www.youtube.com/watch?v=CTs5d2EhVYs&list=PLngt5QaQXgDzKB0ZI8x4IDv_TasgyOrbp
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.
https://www.youtube.com/watch?v=HAYM3nX2yCQ#action=share
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.”
https://www.youtube.com/watch?v=uPPXGPJzdiU#action=share
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.
https://www.youtube.com/watch?v=7XJ9srnt5xw#action=share
I like the strategy, I like the integrated brand. Sometimes the talent was a bit ‘read off the script’ – but all in all – great work.
User ID not verified.
great in theory….until you see how terrible those two are at acting
User ID not verified.
Wow. That had to be the most stilted dialogue I’ve seen in a while. And how often do you get wine on a painted wall? This isn’t carpet, it’s a bloody vertical wall! Wouldn’t it be better to be getting dry crayon and/or the scuff marks that are the usual problem with painted interior surfaces?
User ID not verified.
Oh I didn’t notice the marker challenge video lower down. I still don’t get the wine test though, and the dialogue didn’t improve!
User ID not verified.
Great linkage between the product and the testing. Funny in that nerdy way.
User ID not verified.
Please do your research. beyond didn’t create MythBusters any more than the hosts claims to have done so. Beyond produces the show.
User ID not verified.
I’ve spilt wine on a wall before….. had to repaint the wall!
User ID not verified.
i saw the ad on Tv the other night – didnt realize it was Dulux till just now
User ID not verified.
@ Peter. Would you be Peter Rees? The Peter Rees who worked at Beyond when Myth Busters was created?
User ID not verified.
It’s a bit of a shame that mythbusters have to do this for a add we all love to watch them and to have them do this well i dissatisfied with it makes me not want to buy Dulux
User ID not verified.