We took over one of the week’s highest profile UK TV ad breaks, and showing nothing but a man painting a fence for over 3 minutes. It was innovative, brave and risky, so why do it?

The idea was to recreate exactly what it’s like to actually do the DIY, to transport people people into that frustrating moment in all DIY, when you realise it isn’t going to be over with quickly. While demonstrating Ronseal One Coat Fence Life ‘Does Exactly What It Says On The Tin’, helping you to get the job over with easily, so you can get on with enjoying the rest of the bank holiday.

Heralded as the UK’s first ‘slow TV’ ad, it stood out not just against other ads, but second screens, social media and the other noise of the modern world.

Maybe the most interesting, uninteresting ad ever.