Benjamin Moore’s latest “See The Love” campaign follows two siblings from childhood to adulthood, shot on 35mm film to sell the one quality paint rarely advertises: longevity.
Benjamin Moore launched its “See The Love” advertising platform in March 2020, just as people were about to spend a great deal of time staring at the paint on their walls. Five years later, the Berkshire Hathaway paint brand and its agency of record, Fig, have produced what may be the platform’s most personal installment yet.
The new campaign, titled “Timeless,” follows two siblings — a girl and her younger brother — from childhood through young adulthood, set against the painted walls of the home they grow up in. It is shot on 35mm film in an old-school aspect ratio by director Matthew Dillon Cohen, a deliberate aesthetic choice that mirrors the campaign’s central argument: that quality, in paint as in memory, endures.
The campaign runs across broadcast and online video, with national out-of-home, radio, print, social and display support across the United States, Canada and international markets.
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Selling Longevity in a Category That Usually Doesn’t
The conceptual starting point for “Timeless” was longevity — a quality consumers prize in paint but that paint companies rarely make the centerpiece of their advertising. That idea led the Benjamin Moore and Fig teams toward the passage of time, then toward family, then toward the specific dynamic between siblings.
“The platform has worked. We see it through the metrics we look at. We’re definitely vested in leaning into the emotion,” said Harriette Martins-Szilvasi, senior vice president of marketing at Benjamin Moore, who called this year’s iteration her favorite. “It has all of the components of quality that are indicative of our brand.”
The minute-long anthem spot opens with a contractor painting a bedroom mint green before shifting to a girl in a crown posing with her pregnant mother. In montage, the siblings grow up — ballet birthday parties, childhood games of hide-and-seek, the door slammed in a little brother’s face — until the girl, now a young woman, packs up her room and leaves for college. The tagline reads: “Surround your life in our life’s work.”
Fifteen- and 30-second cutdowns tell the story in compressed form. Out-of-home ads carry the same theme through paired images showing the passage of time.
“We cast the oldest girl in the spot first, and then worked backwards to fill in the cast,” said Mark Figliulo, founder and creative chairman at Fig. “Everybody in the process brought their past to this story. There’s a little bit of all of us in this woman.”
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Contractors, Designers and Homeowners — All in the Same Room
Selling the longevity of paint may seem counterintuitive for a company that wants to sell more of it. But Benjamin Moore’s audience extends well beyond homeowners who repaint every several years. The brand’s consumer base includes contractors, residential painters, architects and designers — groups with different relationships to the product and different reasons to trust a brand that has stayed consistent for five years.
“I talk to contractors every day, and they really appreciate the ‘See The Love’ work, because they see themselves in it,” Martins-Szilvasi said. “For designers, seeing this as a brand with longevity speaks to what they can offer their clients. For consumers, making that human connection predisposes them to us.”
Figliulo, whose agency has worked with Benjamin Moore since 2018, said the emotional and product arguments were always the same thing.
“This paint lasts a long time because of the quality, but it’s also the emotional thing,” he said. “We didn’t have to burden you with the rational bit. It was baked into the idea. We can tell the story — not just the product story — because it’s the same thing.”
