Creative Showcase
Purple / National Gypsum
Submitted By Marty Kelso
Description
In this TV spot, a house-hunting couple gains a new appreciation for walls when their realtor leads a surreal home tour showcasing the strength, resilience and value of PURPLE drywall.
Objective
Drywall is generally considered a commodity product with zero brand awareness. National Gypsum wanted to shift the entire category, moving the focus from its traditional core trade audience to homeowners. With a trademarked product color and a strong call to action (“Ask for Purple”), this spot provides education on the importance of choosing the right walls while keeping viewers entertained with the eye-popping possibilities that lie just beneath the paint.
Technical Challenge
The deadpan magic of a realtor and her clients exposing entire chunks of wall presented a unique challenge for the production company. Shot in a real home, the spot required extensive CGI and visual effects to create an off-kilter environment where a baseball bat thwacks against drywall without making a dent, a bathroom wall peels back like a shower curtain, and every surface, angle and crevice of a contemporary great room is covered in purple drywall and white finishing compound. The message: Look at walls in a whole new way. The result: Mission accomplished.
Client
National Gypsum
Industry
Construction
Agency
Luquire George Andrews
www.lgaadv.com
Media
Television
Market
Construction
Credits
Account Executive
Philip Tate
Art Director
Kate Daughtry
Creative Director
Steve Dunkley, Marty Kelso
Director
Justin Corsbie
Music & Sound
Yessian
Producer
Halle Griffee
Production Company
Syntheic Pictures
Writer
Rob Healy
Views
1010
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