DDB New York and Glidden® Paint Launch The Beast, a New Advertising Campaign

Glidden®’s Simplified Color Palette Makes it Easy to Tame “The Beast” in Choosing a Paint Color

DDB Worldwide, part of Omnicom Group (NYSE), and PPG Architectural Coatings’ Glidden® paints have evolved their Glidden Gets You Going® campaign with “The Beast.” The online film and print campaign for Glidden paint’s new simplified and refined color palette is part of the brand’s multiyear “Glidden Gets You Going” reinvention. “The Beast,” created by DDB’s agency in New York, acknowledges the overwhelming task of choosing a paint color and presents the Glidden paint pallet as the solution because this curated, simplified palette features “only the colors people love to live with.”

“The campaign is a great example of communicating with consumers in a very real way,” says Rob Horton, director of consumer marketing for PPG’s Architectural Coatings business. “’The Beast’ campaign allows us to capitalize on the way our consumers interact online. Through the use of branded assets, consumers can share how they are feeling and thinking about paint.”

Matt Eastwood, chief creative officer of DDB New York, says, “By empathizing with how difficult the process of choosing a paint color can be, and laying blame on the category for its endless array of nuanced options the untrained eye cannot distinguish, we absolve consumers from the guilt of thinking it’s their fault that they can’t choose a color.”

The campaign illustrates just how overwhelming the stress can be when faced with the daunting task of picking a paint color. The spot shows this angst actually manifest into a beast. The beast made of paint chips creates a memorable character that encapsulates the frustrations people experience while going through the painting process and dramatizes the common struggle of choosing a paint color in an unexpectedly playful and approachable way.

DDB New York leverages the spot through social media to engage with and expand beyond its existing online fan base. By repurposing existing assets Glidden paint allows its fans to express themselves online through the use of trendy GIFs and memes.
The print ads, which also feature the paint chip beast will be running in shelter and lifestyle publications.

About DDB
DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. DDB emphasizes Social Creativity to grow the value and influence of brands around the world by creating ideas that people want to play with, participate in and pass along. The agency is consistently one of the most awarded at the Cannes Festival of Creativity and was recognized by The Gunn Report as one of the Top 3 Global Networks for 10 of the last 12 years. DDB was also recently named the Spikes Asia Network of the Year for the second consecutive year and the Eurobest Network of the Year for the third consecutive year. DDB Worldwide is part of Omnicom Group Inc. (OMC) and consists of more than 200 offices in over 90 countries.

About Omnicom Group Inc.
Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
For further information on Omnicom and its brands, please visit www.omnicomgroup.com

About Glidden Paint
The Glidden paint brand offers a rich tradition of innovation and color inspiration, having consistently embodied quality and performance for generations of customers. From the first latex paints that were developed and marketed under the Glidden brand decades ago, to today’s broad assortment of versatile paints, Glidden paint makes it easy for consumers and contractors alike to turn inspiration into action and add color to people’s lives. The Glidden brand is part of PPG Architectural Coatings, a global leader in coatings. For more information, visit glidden.com.

About PPG Architectural Coatings
PPG Architectural Coatings is a respected paint industry leader, providing paints and stains for homeowners and professionals around the globe. PPG’s line-up of residential, commercial and industrial paint brands offer a wide range of choices to meet the varying needs of consumers, interior designers, painting contractors, property managers, developers and architects around the globe. A relentless commitment to the sharing of global technological advancements and operational best practices enables PPG Architectural Coatings to offer leading brands and exceptional service in both the consumer and trade channels of business. PPG Architectural Coatings is part of PPG Industries, a Fortune 200 leading coatings and specialty products company with operations in nearly 70 countries around the world. For more information
on its Architectural Coatings business, visit ppgac.com.

Contact
Christie Giera
Christie.giera@ddb.com
212-415-2186

Melody Wolff
Melody.wolff@ddb.cm
212-415-2310