There is a recent trend in advertising of using a sort of quirky or otherwise oddball spokesperson to sell a brand—think Rob Lowe for Direct TV or Dollar Shave Club’s viral YouTube video featuring a machete-wielding CEO.
Sage Home Security hired Victors & Spoils to create a series of print ads to build on the success of their Easy Is Awesome video featuring the amazing comic actor John Fulton. The goal was also to visually tie in a bright sage green color to its brand.
The images portray Fulton as burglar who has broken into a completely green house, and who is advocating for Sage Home Security “to protect my home from dirtbags like me.”
“When I first heard about the project from Victors & Spoils, I knew that visually it was going to be awesome, so I was really excited about trying to bring it to life,” says photographer Randal Ford.
Ford worked with the LA-based set designers Still Sets. The set and prop designers scoured local vintage and second-hand stores for objects to build a living room and bedroom in a studio in LA. And then they painted everything green.
“We painted everything the exact same matte green color. Everything from the carpet to the molding. We even painted a grand piano green. None of this was color composed in Photoshop—it was all done in camera,” says Randal.
Fulton is shown smoking a pipe in front of the fireplace, lounging on a bed, and kicking his feet up on the living room sofa.
“John Fulton’s personality is so fun and quirky and goofy, I think they were able to do something kind of crazy because this actor would be able to pull it off—and he did it behind a piece of hosiery. Many thanks to the creative team Rob Lewis and Pat Horn at Victors & Spoils for these great concepts and to Still Sets for the greenest set we’ve ever created.”