CERTAPRO PAINTERS®
A Case Study: How 20/20 Visual Media Provided Agency Level Service to Create “Painting Happy” Commercial Series
CertaPro Painters® is the largest residential and commercial painting company in North America with more than 350 franchises. The company puts the customer experience first by making the process as easy and approachable as possible, all while ensuring quality work. Those values had to shine through in their new campaign, “Painting Happy”.
We’ve worked since CertaPro since 2018, and with this new campaign launch, we were chosen as the video production agency to conceptualize, create, and deliver the brand’s national TV commercials.
The Goal
We were asked to come up with a big change: a new commercial concept that would align with a bold new brand slogan: “Painting Happy”.
For years, CertaPro’s commercial creative focused its attention on the painters themselves, including their professionalism, timeliness, and attention to detail.
While that remained important, our objective was to turn the focus on the customers, and what makes a happy experience for those who decide to get their homes professionally painted.
The Pitch
Our team took the client’s directive back to the office and put together a detailed pitch of four original concepts. Each concept was centered on the idea that the customers would be the featured characters in the spots, while the CertaPro painters would be the supporting characters that enable happy lives.
Ultimately, CertaPro chose our concept, “Paint Your Happy Place”. We drew inspiration from the match-cut technique in the classic Corona “Find Your Beach” ads. We would match-cut the characters’ happy places with a similarly painted wall color in their home (think pairing the blue ocean with a bright blue room).
The Approach
With a concept in hand, it was time to begin the process of storyboarding, script writing, casting, and choosing locations for the shoot.
For the first spot, we decided on three locations: the beach (ocean blue home office), a campsite (campfire orange playroom), and a ski mountain (snowy white home exterior).
With locations secured, a script written, and crew gathered, the last step before filming was drawing the storyboards.
Location Scout Photo
Final Commercial Frame
The Results
The first year of “Paint Your Happy Place” was a major success, with the 15 and 30-second TV spots running not only across the country, but also garnering more than 18 million views on YouTube. The new creative received positive reviews, led to improved brand awareness, sales traffic, and enthusiasm from the franchise owners.
Because of its strong performance, a second year of the campaign was ordered with refreshed imagery, followed by a third year that compiled the best imagery from the previous two.
Behind the Scenes
It took a great team of dedicated creatives to deliver agency-level service and make these spots happen. From the planning and logistics to the execution, dozens of people touched this project. Producers and directors, camera department, grip and electric, stylists, actors, and of course, the client all contributed to these shoots that took place across a dozen shoot days, four states, and three years.
Take a peek at the Behind-the-Scenes video to see what goes into making a national TV commercial!
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