Ad: “Peter Marangi”
Client: Duracoat – Basco Products
Basco Products Kenya Ltd, better known as ‘Basco Paints’ introduced the Duracoat branded range of paints into the East African market in 998. Soon after they launched their colour mania concept – a computerized tinting system which helps customers pick paint colours accurately. Their last ad featured a typical couple going through their newly purchased house to decide the right colours for each room. The ad humorously conveys the message that; when it comes to colours most men are limited to red, blue and yellow – the primary colours – as their broadest spectrum to choose from.
In their new ad, a guy in blue overalls steps up to the camera and proceeds to take us through the steps one needs to go through before undertaking a paint job. For a layman like me, the steps are quite useful and are interjected with slapstick humour between him and his assistant, which makes it even more engaging and memorable. By the time he has finished talking about applying the first and the second coat of paint, he has captured your complete attention and then poses to introduce himself, in his heavy kikuyu accent, “I’m Peter Marangi, and I know about paint.”
This is an enjoyable ad to watch that is equally creative. It’s testimonial nature makes the ad very credible and appealing to all target audiences. It’s the kind of ad that has a strong call to action and leaves the audience with no doubt in their minds that they want to purchase the product. When they think about Peter Marangi they associate him with paint and with DuraCoat. It’s a simple idea running on the ‘Ask the experts’ platform that is executed brilliantly.