By Minda Smiley

Benjamin Moore has rolled out a number of clever spots that aim to show how the brand is redefining what paint can do.

The ads are meant to show off all of the ways that Benjamin Franklin is using technology to make its paints more sustainable and better for consumers.

For example, one spot (above) plugs the brand’s environmentally-friendly ‘Natura’ paints, which do not contain any harsh fumes or emissions and have been certified by the Asthma & Allergy Foundation of America.

In the ad, a voiceover asks: “If it doesn’t upset your allergies like paint, is it still paint?”

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Source: The Drum