One of the things we’d always wanted to do for Minwax was create a long form piece of communication since their media buy was only for fifteen-second television spots.
With the “I Did That” campaign we felt we had the opportunity to tell a story of generational pride while spreading the word that wood working was not just for male do-it-yourselfers. So I wrote “The Best Teacher.” I didn’t want it to be overly saccharine or corny. Is it sentimental? A bit. Is it effective?Absolutely