Bromsgrove-based paintbrush maker Harris has teamed up with a Midland advertising firm to launch its first screen advert since the 1950s post-war DIY boom.
The TV campaign, created by Burton-on-Trent advertising and graphic design company Admen Partnership, is running in the three weeks leading up to Easter, which traditionally marks the start of the “DIY season.”
Called Clever People, the advert features four of the company’s brushes being used in different situations by different characters to demonstrate the personality and versatility of the manufacturer’s range.
Back in the 1950s, the Harris advert featured a regal character called the “Harristocrat” and used the slogan “the bristles won’t come out”.
It helped Harris build its reputation with its best-selling brush, the Standard, retailing at six shillings for a half inch brush.
Suzanne Mallaby, marketing manager at Harris, said: “The 1950s advert was shown in the cinema because only eight homes in 100 had televisions in those days.
“How things change.
“We no longer have a one-brush-fits-all philosophy, everyone has a telly – and even more incredible, more than 50 per cent of us now surf the internet.”
The 30-second advert is set to music, with a varying tempo and intensity for each character, emphasising how every individual needs a distinct piece of professional equipment – as well as a different style of music to do it to.
Ms Mallaby added: “We’re all different, so why should we use the same brush?
“Some people prefer the traditional approach, while others find our contemporary gel range or the innovative Flexibrush soft handles suit them best.
“We know a lot of people decorate to music – from classical and jazz, to punk or hip hop - again it is whatever they prefer.
“Our new advert reflects this diversity. One size or one style no longer fits all. ”
The advert was launched March 8 in the Central TV region, with its debut in the centre break of Coronation Street.
Harris is one of Admen Partnership’s long-standing clients with a relationship that spans 24 years.
During this time the agency has devised and implemented a variety of advertising campaigns, promotions and incentives for Harris’ retail customers, as well as developing and producing packaging and POS for in-store displays.
Harris was founded in 1928, originally named The Midland Trading Company, and was awarded the Royal Warrant in 1961 in recognition of the quality of its products.
In 1993 it launched the first “no-loss paint brushes” as the world’s first brush guaranteed against bristle loss while painting.
It opened its factory in China in 2003 and today supplies millions of decorators around the world.
The firm also has a UK manufacturing base and head office as well as its Wholly Owned Foreign Enterprise (WOFE) in China.