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COAT Paints has launched a new national TV campaign, the second instalment of their new brand platform 'This is the Paint' - all created by Hearts & Minds.

‘This is the Paint’ shows how COAT paint is perfect for a new generation of customer, with contemporary colours alongside world-leading sustainability credentials. 

The Summer spot, Dancefloor, features a square of dancefloor ‘rescued’ from a nightclub, which reminds a parent of happy nights in the past spent dancing till the early hours. 

She tells us about the power of the dancefloor tile to take her back to her dancing days, as COAT continues to hero the much-loved, often quirky, objects people display in their homes, and through which they build their personal style.

More stories are planned throughout 2023.

The campaign marks another step up in marketing for COAT Paints, following the success of last year’s TV campaign and other brand initiatives. 

The TV spot was written by Andy George and Mark Slack, and was directed by Renee Maria Osubu, of Somesuch. The ads were all shot using traditional film to give a beautiful, slightly nostalgic feel.

The spot launches during Grand Designs tonight on Channel 4, and the campaign runs nationwide throughout the Summer. The campaign will also run across digital, social media and PR, with more activity planned throughout 2023.

COAT’s chief marketing officer, Helen Saxton, said, “This was a script that really resonated with everyone at COAT HQ, especially because, it’s an ad that speaks to our customers’ real experiences, and which has the power to raise a (cheeky) smile when people see it for the first time. We’re proud to be further modernising the category.”

COAT’s founders, Rob Abrahams and Rob Green said, “When we started COAT, we rethought paint from scratch to be better than all the paint already out there. We’re really happy this campaign is just as different to the category, showing ‘real’ culturally-relevant style stories rather than glossy ‘show home’ sets.”

Andy George, founder of Hearts & Minds said, “I think this is a story a lot of us will relate to. Even if the tracks themselves might differ, the feeling of dancing in the early hours is generational. It’s a story I don’t think other paint brands would tell, and that’s why this ad is perfect for COAT.”