Ronseal used an entire 3 minute ad break to show a man painting a fence in silence, pausing only to drink a cup of tea and observe his handiwork. It was a brave move by the advertiser as viewers were essentially watching paint dry for 3 minutes, but it was in keeping with the the straight talking personality of the brand.
The ad aired on Channel 4 during Gogglebox at 9pm through collaboration with Mediacom, BJL and 4Sales. It has also been supported by 4Creative, the broadcaster’s in-house creative agency, who recreated Channel 4’s idents as part of a co-brand ten-second intro to the broadcast.
Viewers were encouraged to share their reactions on social media using the hashtag #RonsealAdbreak. The film was also available to watch on Ronseal’s web-site and social channels, along with a tongue in cheek ‘best fence painting moments’ edit, along with a further 15 minutes of fence painting ‘action’ for those wishing to see the project completed.
Over 50% of the audience engaged with the brand and sales have been incredibly robust.
Ronseal’s marketing director, James Smith, said: "We continue to be straight and open about the fact that for many people DIY isn't always the most exciting task. We don’t glamorise DIY.
"We know our products won’t change your life but they will help get a difficult task done quickly and easily. Never is that message more important than on a Friday night before a Bank Holiday weekend."