British Paints, in collaboration with DDB Melbourne, has launched a new campaign to position the brand as the smart choice for Australian DIY enthusiasts.

Two films have been released as part of the campaign, featuring spokespeople who have made questionable choices in the past, using humour to demonstrate that anyone can make a smart choice with British Paints. One features a character named 'Mitch', who has his ex-girlfriend's name tattooed on his arm, and another features 'Baz', a sun-bronzed exhibitionist.

"Choosing the right paint can be a challenge for consumers. We believe the playful, memorable nature of this campaign speaks to a broad audience and leaves them with an understanding of our products’ key benefits, making their choice to select British Paints that much easier," said Senior Brand Manager at Dulux, Rachel Ryan.

Senior Copywriter at DDB Melbourne, Anneliese Sullivan, said: "It’s great to bring some humour and heart to an iconic Aussie brand like British Paints. We know that choosing the right paint can be a stressful decision. But we think the dry humour in this campaign will really resonate with the army of Aussie DIYers out there in a meaningful way."

The full campaign will roll out across TV, BVOD, SVOD, online and social media.

The launch of the campaign aligns with the release of British Paints' new and improved Clean & Protect product formula, further emphasising the brand's commitment to providing quality products for DIY enthusiasts.