Benjamin Moore Paints and Brad Pitt’s ‘Make It Right’ Launch ‘Main Street Matters’ Campaign

Having worked many summers with my painting contractor father, I’ve seen firsthand the transformative effect something as simple as a new coat of paint can have on a place — the change is sometimes so drastic and multifaceted that one could swear they’re holding a magic wand rather than a paint brush.

Now, Benjamin Moore Paints is partnering with Brad Pitt‘s charitable organization Make it Right to use the transformative power of paint to revitalize the Main Streets of America. The campaign asks consumers around the country to vote online for which 20 Main Streets should be renewed of the more than 100 North American cities nominated at

Along with Make It Right, Benjamin Moore is partnering with local Benjamin Moore dealers, local municipalities, small businesses, and local Chambers of Commerce to get the effort underway. The paint company itself will provide the paint and supplies needed, and its color experts will consult on the best choices to enhance the architectural style, regional influences and historic references in each community. The company will also be hiring local professional painters, many of them members of the Painting and Decorating Contractors of America, further supporting local business. 

The effort will begin this summer and the work on repainting these Main Streets will be completed over the next year. 

“Our Main Streets are the vital hubs of our communities – and Benjamin Moore and our network of independent dealers have always been integral parts of Main Street,” said David Melançon, Chief Marketing Officer of Benjamin Moore. “This investment we’re making in communities around North America is core to our business and to who we are; Main Streets make us who we are and we’re proud to honor that with this effort.”

Watch the inspiring promo below, voiced by Brad Pitt (we promise, it’s nothing like his Chanel No. 5 spot).

Publish date: June 11, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT