If you haven’t painted for a long time, it feels as though the old owner is still hanging around – even if that owner is you from years ago when you had different tastes and priorities. That’s a refreshingly new reason to paint, isn’t it? The idea comes from TBWA\Chiat\Day LA for Behr paints and it is housed in a series of humorous commercials – because, well firstly, humour stands out in the category and secondly, it allows for some very relatable scenarios.
Like this one:
…and this one:
TBWA\Chiat\Day LA group creative director Jason Karley, noted, “Not wanting to live in other people’s paint was a huge unlocking insight. Just thinking about it makes me want to repaint my kitchen…”
TBWA\Chiat\Day LA’s work continues to persuade a DIY-shy audience that they have all the skills necessary to paint. In September last year, the agency and Behr created the Spotify experience, Music in Color, in partnership with Katy Perry, which helped people choose paint colours based on their music preferences.
“Our ultimate goal is to drive DIY action and motivate America to paint,” stated Jodi Allen, global chief marketing officer at Behr Paint Company. “Over the last couple years, we’ve seen the home become more important to people than ever before — and our new advertising campaign highlights just how easy it is to make your space your own with the most trusted paint brand in the industry.”
“A lot of people flirt with painting and staining projects but never pull the trigger,” added TBWA\Chiat\Day LA creative director Jeff O’Keefe. “Meaning, they go on living in spaces that don’t reflect their tastes. This campaign is a fun little nudge, a reminder that your home is yours, and should feel that way.”
The campaign is running across broadcast and cable TV, online video and social.
Credits:
Client: Behr Paint Company
Global Chief Marketing Officer: Jodi Allen
VP Marketing: Andy Lopez
Senior Marketing Director: Sharin Bartz
Senior Marketing Managers: Chanda Chhoeng & Dayna Garwacki
Agency: TBWA\Chiat\Day LA
Chief Creative Officer: Renato Fernandez
Group Creative Director: Jason Karley
Head of Art & Design: Bruno Regalo
Creative Directors: Jeff O’Keefe & Bert Marissen
Senior Copywriter: Stew Tribe
Senior Art Director: Dan Hales
Senior Producer: Scott Welch
Digital Producer: Nat Wilkes
Director of Content Production: Guia Iacomin
Business Lead: Shannon Franqui
Business Director: Luz Caceres
Account Executive: Zach Cross
Assistant Account Executive: Kez Zimmerman
Chief Strategy Officer: Jen Costello
Group Strategy Director: Katy Reyers
Senior Strategist: Michelle Pinkley
Community Manager: Audrey Franson
Data Director: Laura Mayer
Data Strategist: Sabrina Wang
Project Manager: Stesha Moore
Director of Business Affairs: Robin Rossi
Director of Traffic Operations: Dessiah Davis
Senior Talent Payment Manager: Leila Scheffer
Production Company Name: Smuggler
Director: Benji Weinstein
HOP & EP: Drew Santarsiero
Line Producer: Jason Manz
Production Supervisor: Scott Passey
DOP: Bryan Newman
Editing & VFX: Union
Editor: Justin “Q” Quagliata
Assistant Editor: Otto Mertins
Post Producer: Malia Rose
Flame Artist: Scott Bravo
Executive Producer: Melissa Lubin
Sound Mix: Barking Owl
Mixer: AJ Murillo
Assistant: Brad Beasley
Senior Producer: KC Dossett
Media: Universal McCann
PR: MBooth
