Superhero foiled by glossy paint brand

Paint brand Prizm has kicked off a campaign for a new exterior paint product, Glossy and Smooth.

The campaign, developed by Ogilvy & Mather Shanghai, takes a humorous approach to a usually uninventive category in order to communicate the product's key benefit of smoothness.

"The paint category is always about showing a beautifully painted room," said Murphy Chou, Ogilvy & Mather creative partner. "We wanted to break out of the box and showcase the key benefit of the product in a fun way."
The drive is spearheaded by TV, and also runs across print and outdoor channels targeting trade professionals, commercial building contractors and new home owners.

In one spot, viewers experience a first-person camera shot of someone running through an underground car park, then looking around nervously before rushing to the elevator and pressing the button, revealing the distinctive glove of Spiderman - unable to climb the building's walls because of the paint's 'glossy, smooth finish'.
Media planning and buying is handled by local shop Nanjing Yindu.