British garden wood care brand Cuprinol has launched “Cheer It Up”, an integrated advertising campaign championing the Garden Shades range, urging people to cheer up their gardens. The first commercial in the campaign, “Whimpering Garden”, shows an unloved garden shed being cheered up with a lick of Cuprinol. A couple is woken up by what sounds like a crying baby, but actually turns out to be their distraught shed. After the husband tries, and fails, to pacify the weeping shed with a giant bottle of milk, the wife produces a tin of Cuprinol which works a treat. The spot’s strapline is: “For protecting and brightening your garden. Cuprinol. Cheer it up.”
The brand re-launch also includes a new logo and new packaging across all its products, designed by Brand design consultancy Springetts, and the launch of a new website on 27 March developed by AnalogFolk.
The Cheer It Up campaign was developed at 18 Feet & Rising by creative director Anna Carpen, creatives Stephen de Wolf & Behrad Taherparvar, strategist Rob Ward, agency producer Emily Hodgson and Julia Methol, and account director Adrienne Little working with Cuprinol senior marketing manager Kathryn Ledson.
Media was handled by Mediacom.