Coat Paints has worked with Hearts & Minds to create its first national TV campaign, introducing consumers to new brand platform “This is the Paint”.

The new campaign marks a significant step up in marketing for Coat Paints as well as a first step into above-the-line brand advertising, which follows successful fundraising rounds, strong trading, and B Corp certification earlier this year.

Coat’s founders, Rob Abrahams and Rob Green, said their debut ad “speaks to a generation”, adding that they “wanted to create something that spoke to those real and modern stories and not the show home sets of our parents”.

The TV spot launched during Grand Designs on Channel 4 on 12 October and will run nationwide through autumn. The campaign will also run across digital, social media and PR, with more activity planned throughout 2023.

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Titled Lucky Doll, it is based on a true story and features a doll saved from childhood, which now sits pride of place in a man’s mid-century inspired bedroom. Lucky Doll is the first in a series of progressive, modern stories that will continue to be released into 2023.

Written by Andy George and Mark Slack, Lucky Doll is the debut commercial for director Renee Maria Osubu, of Somesuch. All ads in the campaign were shot using traditional film to give a nostalgic feel.

Coat’s chief marketing officer, Helen Saxton, said: “This is the start of another exciting phase for the Coat brand, and we’re really pleased to be launching an ad that shows how real people put together their own style and tell their own story.”

Andy George, founder of Hearts & Minds said: “This is a really special brand that’s already cutting through in interesting ways. It’s been awesome to help Coat amplify their story and land them bang in the middle of modern style culture.”