We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • #RonsealAdBreak 1
  • #RonsealAdBreak 2
  • #RonsealAdBreak 4

#RonsealAdBreak

Client: Ronseal

Ronseal is famous for its straight talking approach. It says what it means. It means what it says.

And Ronseal is open about the fact that DIY isn’t always the most exciting task. They don’t glamorise it or fluff it up. They know it is important for customers to get it done quickly and effectively so they can get on with the rest of their free time.

As a brand, when you face these facts, one option would be to jazz up the process – make DIY seem more fun and engaging – perhaps show young couples brushing blobs of colour on each other’s noses – “LOL!”

But that wouldn’t be Ronseal.

So on the eve of the biggest DIY Bank Holiday of the year, the #RonsealAdBreak reminded viewers of the full realities of DIY and that when you just want to get it over and done with, your first port of call should be Ronseal.

The #RonsealAdBreak was three minutes ten seconds long and shows an ordinary guy in an ordinary garden, using Ronseal One Coat Fencelife to paint his garden fence in silence, pausing only to drink a cuppa and check his own handiwork before delivering the famous line – Ronseal. Does Exactly What It Says On The Tin.

The ad was sandwiched in between the usually frenetic Friday night TV schedule and therefore created a quiet ‘pause-for-thought’ moment to remind us of those jobs that demanded attention over the Bank Holiday.

It’s an idea we’d engaged Channel 4 with months ago. Their ‘born risky’ ethos made them the perfect partner to help create something a little different to a traditional TV ad. And they, along with MediaCom and other partner agencies, really got behind it.

The ad break followed a week of high-profile teaser activity. We released 55 ‘Garden Gnome’ TV spots across Channel 4, E4, More 4 and Film4 inviting people to view the ad break. The finishing touch was teaming up with 4Creative to create bespoke top and tail teasers which showed Lambie Nairn’s iconic 4 TV idents being given a lick of Ronseal.

Millions of people watched it, but many more joined the conversation online. Our social interaction plan encouraged viewers to share their reactions using the #RonsealAdBreak hashtag, which was on screen throughout the entire TV ad break. This created a real ‘Gogglebox within Gogglebox moment’ with viewers getting the chance to comment.

Well, the campaign took Twitter by storm, trending in the number one spot in the UK for more than two hours. Since then, the campaign has achieved a Twitter reach of more than 35 million and #RonsealAdBreak created 576,000 engagements (including retweets, likes, replies and video views).

Your session will expire in xx.xx
Continue or Log Out