(This is very old news, seeing as the TV spot was released sometime last year... but I finally found an embeddable version of it, and I really wanted to share with you all.)
Valspar 2008 from Olivia C on Vimeo.
I think that this was a really clever move on the company's part. I mean, they essentially jumped straight from private ("Val-who?") paint company to "Oh, Lowe's carries Valspar colors! I love their commercials!" and that in itself is a pretty major feat. Talk about a distinctive branding initiative.
Scot Havrilla works as the VP Account Director at Euro RSCG Chicago (the marketing communications agency involved in the Valspar campaign), and he articulates the idea beautifully: "Valspar saw an opportunity to create a brand that was different from the competition: Sherwin-Williams, Behr and Benjamin Moore... It's the most emotional $20 you'll ever spend." (via BrandWeek)
And that's the important part, isn't it? Ultimately, it's about selling what is essentially the same product as everyone else, but figuring out a credible way to make yourself stand out to customers. After all, brand loyalty is worth its weight in gold.