I was catching up on HGTV yesterday and found myself totally amused by this new television ad by Ace Hardware for Clark + Kensington paint. In all my DIY painting experience, I had never heard of this brand.
In the commercial the woman shopper says: "I'm looking for a purple, but not like my favorite dress in college kind of purple.. it was just a little too purple. I'm looking more for puuuuur-ple, kind of like it's raining, only it's raining way way way way over there purple. Know what I mean?" To which the helpful store attendant responds: "Yeah. You want the color but you don't want to be smothered by it. Something you can live with for a long time." The camera pans in on the 'handsome' shade she has just described and love-at-first-sight music ensues.
It's humorous and compelling because it's accurate. We communicate the color we envision inarticulately by saying things like: not too yellow, not too blue, not too pale, not too deep, bright but not too bright, gray but not dead. Or, as in her case, with too much personal detail: It's the cornflower blue crayon color but with more saturation like a clear sky in Fall.
In the commercial they liken selecting the perfect paint color to selecting the perfect partner. Apparently, women who make the majority of decisions about paint color are the same women looking for their life partner.
For more information on the market research that went in to making the TV ad you can read about it in Reuters and The New York Times and you can see more from this series on the company's facebook page.
And be sure to check out the commercial here. Are you laughing?
Image: Ace Hardware