sherwin williams & paint chips


I am probably a little behind the curve but I just saw the Sherwin Williams new television campaign.




Great use of music (original score by the way … nothing well known).


Love what these crazy animators are doing nowadays (it’s inspiring to think what is possible).


Love the way that the animation, by using small town characters/birds/buses, kind of creates a small town community feel despite the fact it is hi-end technology based animation.


Love the fact they made animation out of paint chip sample cards (a nice standard mnemonic relevant to what they sell, how the paint is sold and the retail outlet itself).


note: although. the paint chip mnemonic probably looked awesomely obvious in the production to the people creating it but as it zooms through in 30 seconds it takes some attention to ‘get it.’







And I still don’t see how it sells paint.




Don’t get me wrong. I LOVE these TV  commercials. Beautifully done.


And it checks the communications 101 test – “you have to entertain to at least have an opportunity to communicate the message you really want to communicate.”

They get an unequivocal A+ on this test.



But … I want a little more transaction in it.



“We’re excited to have created a campaign that’s brand-focused storytelling through art. We were able to take what Sherwin-Williams is known for – expertise, advice and the world’s best paint – and leverage it against an emotionally resonant story about color, using the single most important element in most painting decisions: the color chip.”

Jonathan Cude, chief creative officer, McKinney



Hmmmmmmmmmmmmmmmmmmmmm …


I admit.

When I read something like this I begin to understand why the advertising world sometimes struggles to maintain relevance to companies who need to sell stuff in order to stay alive.


I certainly understand ‘brand story telling’ and I certainly understand the ‘cause-effect’ relationship in building emotional attachment to brand <which ultimately hopefully translates into some consumer action at some point>.




Ask for the business <in some form or fashion>.


That’s all I ask.





“Our new Color Chips campaign symbolizes just how passionate we are about helping people create something beautiful with amazing colors and the highest quality paint.”

Ellen Moreau, Vice-President Marketing Communications



This I don’t know that I agree on <okay … maybe portions of it>.


I would argue the campaign shows Sherwin Williams is not just your ordinary neighborhood paint store.

It’s kind of a cross between “local caring and high tech excellence.” I agree with the amazing colors and high quality. Yup.




Passion? Heck. I don’t know.

I just figure if you can do this kind of marketing you know your ‘paint shit.’





Makes for good TV.

That’s for sure.



Paint Chip:

If you want to see the entire campaign here is a link to a site that does it for you:

Written by Bruce