Turn Key creates million pound TV campaign for Johnstone’s Paint22 July 2015
Turn Key has launched Johnstone’s Paint’s first national TV advert, titled ‘Here’s to the doers’. Aimed at promoting the consumer side of the brand, the campaign airs this week for two months.
This week, Johnstone’s £1m national TV campaign will hit prime time terrestrial TV and digital channels for the first time. Turn Key managed the creative concept and campaign, with Manchester-based production company, The Gate and director Simon Neal completing the production team.
Aimed at everyday ‘DIYers’, the campaign plays on the subtle traits we all have as individuals when we paint. Whether that be the ‘rock ‘n’ roller’ who approaches DIY with a laid-back attitude, or the meticulous ‘prepper’, who goes overboard on the masking tape and protective clothing, there’s a character for everyone to identify with.
Tim Wood, marketing manager at Johnstone’s Paint, said: “As we are celebrating 125 years in paint this year, it’s very apt that we have launched our first national TV campaign in eight years. We wanted to create a campaign to position Johnstone’s Paint in the consumer market against big-name competitors to show that whilst we’re best known for our trade offering, we’re strong in the consumer market also.”
Mike Robinson, client services director at Turn Key, added: “Turn Key has worked with PPG and Johnstone’s for four years and it’s great to be handling the brand’s national TV campaign, in such a milestone year. The brief was to create something purely aimed at the consumer market. Our team went beyond boundaries to create and deliver a concept that everyone can identify with.”
A range of 30 and 10-second TV adverts were created for both the UK and Irish markets. The adverts will run for two months in total on digital and terrestrial TV channels, supported by online and social media promotion.
Watch our UK 30 and 10 second adverts below…