There's a reason you can't spell paint without "pain". The experience is what it is - not fun. Yet the paint category and their ads would have you think otherwise. This campaign cuts through the BS of color explosions and exotic swatch animals to show what painting is really like.
Online video, print, OLA, social and point-of-sale all worked together to put the category on blast, while positioning the Glidden brand as the no-nonsense, voice of reason.