The Dulux Weatherguard TVC aims to use local humour to highlight the durability and quality of the ‘world’s most-loved paint brand’. The ad features a South African family and depicts a girl whose question prompts her father to paint his mother’s house.

The question directed to the father is 'why does granny’s house have wrinkles?' The result is a painted house met with approval from her grandmother.

"We’re proud to have come this far with the Dulux commercial," says Fran Luckin, Grey Advertising’s chief creative officer. "We used Dulux’s Maxiflex technology, which enables the paint to ‘stretch’ over tiny imperfections, giving exterior walls added protection to South Africa’s harsh climate."

"By comparing cracks in the wall to wrinkles, we allowed for the technical product benefits to shine through in a more emotive way. And that’s what resonates with people," she adds.

The top 10 ads are rated by the South African audience. Kantar Millward Brown is a leading global research agency specialising in advertising effectiveness, strategic communication, media and brand equity research.

Dulux is a global leading brand of premium quality paint. The aim of any Dulux product is to ensure that it consistently lives up to the Dulux reputation for verifiable, total product performance that is both recognised and expected by customers.

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