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Radio is a great medium. It's relatively cheap and can reach a massive number of people. It's limitless...Sort of....How can you advertise paint on the radio? It's a medium that undersells the color catalog of those paints. After all, radio can't show colors. It's Impossible. But music, on the other hand, can.

Thousands of great hits mention colors in their title and lyrics. Purple Rain, Yellow Submarine, Back in Black, Behind Blue Eyes, the list goes on.
So every time you listen to one of them, it's impossible not to think of that color. Using this insight, we've created spots for C&C, one of the leading home centers in Brazil, to sell their large variety of paint colors and paint suppliers.

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Our spots were the first to begin the ad breaks, following a song with color on the title. We had different spots for 13 colors, each one recorded with a different musical background, allowing a more fluid transition from music to an ad.

The songs placed the colors into the listener's mind. We followed those up with personalized paint offers for colors matching those suggested in each song.

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art direction: José Pedro Bortolini / Beto Themudo 
copywriting: Igor Carneiro
creative direction: Gustavo Victorino

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sound: Play It Again
film production: Boson Post

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2021