Dulux, a UK’s leading paint manufacturer, is rolling out a new campaign centered on the idea that color is able to change lives. To enforce the message, the brand has released a spot by the ad agency BBH London that goes backs to the 1920s in the USA, the decade of Alcohol Prohibition that—as the brand perceives it—lacked bright colors.

The 60-sec spot by Christian and Patrick tells a story of people who had to live in the dim, cold and colorless world, without any bright shade anywhere. Of course, the decade was not actually black-and-white, but the paint manufacturer believes that official alcohol ban emotionally drew the color out of Americas’ life.

The spot’s protagonist is a red-haired woman, who grasps a can of tortoise paint that accidentally rolls straight to her feet as a result of a dramatic police chase after “color criminals.” She secretly takes the can of the vivid paint home and paints the walls, turning a grey apartment into a bright spot. Changes in the settings pave way to a brighter, happier life full of joy and love—these two come immediately after the new vibrant shade takes the reins.

Dulux encourages customers to #changeyourstory, discover new bright opportunities and unlock totally new levels of reality with or without the help of color. At the moment, the brand’s Facebook, Twitter and Pinterest social media pages retain the usual palette, but soon the communities will go colorless as part of the upcoming social campaign via Analogfolk.