Superhero foiled by glossy paint brand

<P>Paint brand Prizm has kicked off a campaign for a new exterior paint product, Glossy and Smooth.</P> <P>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.</P> <P>"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." <BR>The drive is spearheaded by TV, and also runs across print and outdoor channels targeting trade professionals, commercial building contractors and new home owners. </P> <P>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'.<BR>Media planning and buying is handled by local shop Nanjing Yindu.</P>