COAT Paints launches debut campaign

COAT Paints launches their first ever TV campaign, showcasing their new brand platform This is the paint.

This is the Paint shows how COAT paint is the solution to modern tastes, from a contemporary palette through to world-leading sustainability credentials.

The new campaign highlights the much-loved, often quirky, objects people display in their homes, and through which they build their personal style.

The first spot in the campaign, Lucky Doll, created by Hearts & Minds, features a doll saved from childhood, which now sits pride of place in a man’s beautiful bedroom. Based on a true story, we hear the man talk about why the object is special specifically to him.

Additional stories have already been shot and will launch in 2023.

The campaign marks a significant step up in marketing for COAT Paints, and a first step into above the line brand advertising, which follows a successful fundraising round, strong trading, and B Corp certification this year.

The TV spot was written by Andy George and Mark Slack, and is the debut commercial TV ad for director Renee Maria Osubu, of Somesuch. The ads were all shot using traditional film to give a beautiful, slightly nostalgic feel.

The spot launched during Grand Designs on Channel 4 on 12th October, and runs nationwide through Autumn. The campaign will also run across digital, social media and PR, with more activity planned throughout 2023.

COAT’s Chief Marketing Officer, Helen Saxton, said “This is the start of another exciting phase for the COAT brand, and we’re really pleased to be launching an ad that shows how real people put together their own style and tell their own story.”