| Title | #RonsealAdBreak |
| Brief | When Ronseal wanted to promote its “one coat” creosote, it bought an entire ad break and filled it with a film of a man creosoting a fence. Just that. No fancy staff. That’s because Ronseal has no trimmings – it does exactly what it says on the tin. And by the way, the advantage of “one coat” application is that you can spend less time on such a boring job, and go and do something more interesting instead. |
| Agency |
BJL Group
|
| Campaign |
RonsealAdBreak
|
| Advertiser |
Ronseal
|
| Brand |
Ronseal
|
| Posted | November 2016 |
| Business Sector | Paints, Wood Protectors, Paint Brushes, Adhesives
|
| Story | Ronseal One Coat Fence Life, 'Does exactly what it says on the tin', paints fences in one coat. It's designed to colour and protect your fence or shed from the effects of the weather, wear and tear. So you can get the mundane DIY jobs over with quickly and easily. |
| Problem | Heralded as the first ‘slow TV’ ad, it stood out not just against other ads, but second screens, social media and the other noise of the modern world. We found the more space you give people, the more they’re interested. Alongside the TV spot we had custom-made channel idents created by our media partner, as well as a full weekend of PR and social activity including an extended version of the ad online, showing him completing the fence. Our goal was awareness. It reached over 35 million on Twitter, trending for 6 hours, 2 in the UK number 1 spot, a Channel 4 ad break first. In evaluation we achieved very high scores of 75% for originality. People called it ‘to the point’ and ‘different’, commenting the ad showed the product didn’t take long to paint a fence. Surprisingly 63% even found it interesting. |
| Media Type |
Television
|
| Creative Director |
Richard Pearson
|
| Creative Director |
Karl Stones
|
| Production Company |
MOB Film
|
| Director |
David Schofield
|
| Production Company Producer |
Phil Kerr
|
| Agency Producer |
Tarryn Farnworth
|
| Account Director |
Helen Worsey
|
| Account Director |
Jenna Livesey
|
| Account Manager |
Ed Vaughan-Hughes
|
| Account Executive |
Robert Ellen
|
| Social Media Manager |
Hannah Newbould
|
| Social Media Manager |
Connor Jones
|
| Marketing Director |
James Smith
|
| Advertising Manager |
Kate Sitch
|
| Advertising Manager |
Gemma Fox
|