Dulux launches “epic” campaign imagining a world in which colour is banned

Dulux is launching an “emotional” brand campaign that imagines a world in which colour is banned as it looks to demonstrate the “transformative” power colour has on people’s lives.

Video: Dulux’s new ad campaign

The TV spot, created by BBH London, will run from Sunday (2 March) and includes the new strapline “Your Life Is A Story, Change It With Dulux”. Set in a fictional place where colour is banned that resembles Prohibition-era America, the ad shows two people finding love through colour.

The TV ad is supported by in-store activations, as well as social media and digital activity. Dulux will be removing colour from its social media channels and the campaign landing page ahead of the TV launch, with customers asked to share their experiences of colour through the hashtag #changeyourstory.

Ann Marie O’Riordan, Dulux’s head of marketing, says she hopes the new campaign will elevate its brand idea that colour can change lives and help set it apart from competitors

“This is a turning point campaign for Dulux. It’s a real step-change in the way the brand is positioning itself within the category – moving towards a more conceptual approach that considers the emotional and transformational power of colour,” she adds.

Dulux launched its “Let’s Colour” messaging in 2010 as part of plans to position it as a lifestyle brand rather than just a paint manufacturer. As part of that campaign, Dulux brought back its brand ambassador, the Dulux Dog, and he makes an appearance at the end of this latest ad.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here