The new ad campaign for Medal Paints, ‘The right colour matters,’ was conceived by South African advertising agency Lowe Bull JHB. Illustrated and art directed by Chris Charoux, these humorous ads depict situations where colour matters. Just like when you are picking out the right shade of off-white to paint your living room walls, colour can be a very important indicator.
In the Medal Paints ‘The right colour matters’ ads, copywriter Eoin Welsh coined playful names that give differing meanings and associations to a black-and-white image. Take, for example, the abstract oblong-shaped image: In the left-hand corner are two colours, green and pink. On the green colour it says ‘cucumber’ and on the pink, ‘sex toy.’
Our only problem with the Medal Paints ‘The right colour matters’ ads is in the one shaped like a martial arts belt, wherein ‘Lee’ is brown and ‘Chuck’ is black; it should be the other way around.
Insinuating Paint Ads
Medal Paints 'The Right Colour Matters' Suggests Norris is Better than Lee
Trend Themes
1. Humorous Advertising Campaigns - Disruptive innovation opportunity: Create clever and playful ad campaigns that use humor to engage with consumers and deliver memorable messages.
2. Importance of Color Perception - Disruptive innovation opportunity: Develop technologies or tools that assist individuals in accurately perceiving and identifying colors for various purposes, such as home decor or product selection.
3. Alternative Name Associations - Disruptive innovation opportunity: Explore unconventional naming techniques that evoke different meanings and associations, sparking curiosity and intrigue among consumers.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Integrate new creative approaches, such as humor and unconventional naming, into advertising strategies to captivate audiences and create strong brand connections.
2. Paint Manufacturing - Disruptive innovation opportunity: Develop innovative paint products or color-matching technologies that offer consumers a wide range of options to suit their specific needs and preferences.
3. Color Perception Technology - Disruptive innovation opportunity: Design advanced color perception technologies, such as apps or devices, that assist individuals with accurate color identification and selection in various industries, from interior design to fashion.