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4 July 2019

The true colour of promises

by Alice May


Dulux: “Promises” - 30s

This ad for Dulux reminds us how lightly we employ the word 'promise' when we think there is something to be gained from it. Fervent vows to walk the puppy every day (nice little reminder of the brand's doggie ambassador); reassurances that the needle won't hurt; hurried assertions that the charity pitch won't take a minute, really. We hear them all, take them all, with a liberal fistful of salt.

So Dulux's promise to replace any tin of paint which isn't satisfactory contrasts neatly with the carelessly uttered guarantees we've all occasionally use. The tone is both wry and affectionate; a balance that works very well as it allows us to laugh at ourselves without feeling judged or condescended.


Creative Agency: Bartle Bogle Hegarty Ⓟ Ⓦ
Creative Director: Nikki Lindman
Creative: Doug Fridlund / Mikael Alcock
Account Director: Laura Brady
Account Manager: Francesca Orkisz
Business Team: Karen Martin
Strategy Director: Tom Hargreaves
Agency Producer: Sarah Finnigan-Walsh
Film Production: Smuggler Ⓟ Ⓦ
Director: Guy Shelmerdine Ⓟ Ⓦ
Producer: Nick Sutherland-Dodd
Executive Producer: Fergus Brown
Cinematographer: Will Bex
Editor: Tim Thornton-Allan / Chris Walker @ Marshall Street Editors Ⓟ Ⓦ
Post Production: The Mill Ⓟ Ⓦ
Sound Designer: Parv Thind @ Wave Ⓟ Ⓦ

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