Kilz has launched a new ad campaign in partnership with LA agency Arcana Academy to encourage people to use primer before they paint.
The spot tells the love story between a can of Kilz primer and a can of paint, who find each other on a dating app. The following scenes feature the two lovers taking their relationship to new levels, from going on dates to moving in together, getting engaged and then married and taking a honeymoon in the tropics.
Serving as soundtrack is REO Speedwagon’s hit single “Keep on Loving You”.
The spot, part of the “Every Project is Worth It” platform, which was launched last year, is complemented by video and banner ads that run across a wide range of website and social networks and provide consumers with information on how to choose and apply primer, why using it helps get better paint jobs, and more.
According to the brand, Kilz All-purpose Interior/Exterior Primer is a multi-surface sealer and stainblocker with excellent adhesion, hides previous colors, blocks light to medium stains and also features mildew resistant finish.