New lick of Paint

AUCKLAND, Today: The ProGroup are property-improvement and renovation specialists whose advertising needed a new reno of their own. Doing everything from grout to artificial lawns, they wanted a campaign that explained their business without being overly complex.

They also wanted to move away from purely rational advertising into a more emotional space, speaking to the intangible benefits of improving one’s home – to ‘make the place you live, the place you love’.  

Auckland-based production company Thundercock (“think poultry, not privates”) worked directly with The ProGroup to create five snappy TV spots that answered this brief.

“The production was a testament to Thundercock’s meticulous planning and confident execution.”

ProGroup GM Duane Moul said: “They were extremely enthusiastic throughout the project, and quickly absorbed the many pages of brand documentation provided to gain an understanding of who we are, and what our customers want.

“They were always open to our ‘layman’ suggestions and kept us feeling that everything was under control.

“The small creative team worked on every stage of the process from concept to delivery. Shooting the campaign in one day, with some assistance from Auckland’s capricious weather gods, is a testament to Thundercock’s meticulous planning and confident execution.”

• View all five tvcs here

CREDITS

Client: The ProGroup
Company: Thundercock Ltd
Director, Producer, Editor: Lee Stapleton
DOP, Colourist: Gregoire Aubourg
Creative: Jesse Stevens
Animation: Stewart van der Wal
Production Assistant: Mandy Parker
Grip/Gaffer: John Bell
1st AC: Graham MacFarlane
Hair & MUA: Annette Oliver
Sound Design: Factory Studios

• Site under construction: thundercock.co.nz
• Contact Lee Stapleton: lee@thundercock.co.nz