Scuffed walls and faded decks become sinister evils in Deutsch L.A.'s first work for Behr
The agency won creative AOR for the paint brand last fall
Editor's Pick
With everyone staying home these days, people are going to start noticing things they were once able to overlook. A scuffed wall. Faded siding. A chipped deck. If you’re stuck indoors all the time anyway, why not make it beautiful?
This is the world that greets paint company Behr’s latest work, the first campaign for the brand from Deutsch L.A., which became its creative agency of record last September after a review. Initally slated for release in mid-March, the campaign was pushed severl weeks due to the ongoing pandemic.
“Today Let’s Paint” begins with ominous tones, as unattended home repairs become anthropomorphic evils bent on embarrassing their owners. Hallways take on a sinister countenance, and nursery walls cry out for attention.
What better time to order some paint and take care of those nagging items on the to-do list? But maybe don’t invite the friends over to help. The new spots were directed by Benji Weinstein via Smuggler, who also recently shot a series of comedic short films about office life under quarantine. The campaign also includes a new brand strategy, tagline and creative concept.
Credits
- Date
- May 12, 2020
- Client :
- Behr
- Agency :
- Deutsch-Los Angeles
- President :
- Jeff Filley
- Chief Marketing Officer :
- Jodi Allen
- Senior Director Brand Marketing :
- Andy Lopez
- Marketing Manager Brand Marketing :
- Dayna Garwacki
- Senior Marketing Manager Brand Marketing/BEHR Canada :
- Christine Speagle
- Chief Creative Officer :
- Pete Favat
- Executive Creative Director :
- Ryan Lehr
- Associate Creative Director :
- Curtis Petraglia
- Associate Creative Director :
- Andrew Kong
- Head of Integrated Production :
- Diego de la Maza
- Executive Integrated Producer :
- Dan Kaplan
- Senior Integrated Producer :
- Ali Issari
- Associate Music Director :
- Chase Butters
- Music Supervisor :
- Dez Davis
- Chief Client Officer :
- Jeff White
- Account Director :
- Taylor Reid
- Account Executive :
- Sarah Schacher
- Head of Strategy :
- Kelsey Hodgkin
- Group Planning Director :
- Morgan Aceino
- Senior Digital Strategist :
- Josh Noa
- Director of Integrated Business Affairs :
- Gabriela Farias
- Senior Business Affairs Manager :
- Saeyoung Kim
- Business Affairs Manager :
- Kristy Castro
- Director of Broadcast Traffic :
- Carie Bonillo
- Live Action Production Company :
- SMUGGLER
- Director :
- Benji Weinstein
- Founding Partner :
- Patrick Milling Smith
- Founding Partner :
- Brian Carmody
- Executive Producer :
- Drew Santarsiero
- Chief Operating Officer :
- Andrew Colon
- Line Producer :
- Andrew Graham
- Director of Photography :
- Darko Suvak
- Editorial Company :
- Steelhead
- Editor :
- Paul Plew
- Assistant Editor :
- Fernanda Toledo
- Executive Producer :
- Jennifer Mersis
- Producer :
- Dominick Guglielmo
- Post Facility :
- A52
- Executive Producer :
- Thatcher Peterson
- Producer :
- Jenny Bright
- Senior Colorist :
- Daniel De Vue
- Post/VFX :
- Shape + Light
- Executive Producer :
- Cara Lehr
- Producer :
- Crystal Rossmann
- Creative Director :
- Rob Trent
- Lead Flame Artist :
- Rachel Moorer
- VFX Sup/Flame Artist :
- David Stern
- Licensed/Composed Music, Credits and Track Info :
- Courtesy of Human
- Composed by :
- Craig Deleon
- Composed by :
- Seth Fruiterman
- Executive Producer :
- Carol Dunn
- Producer :
- Joshua Green
- Composed by :
- Morgan Whirledg
- Composed by :
- Jon Darling
- Executive Producer :
- Ann Haugen
- Creative Director :
- Matt Drenik
- Composed by :
- Daniel Sammartano
- Audio Post Company :
- Steelhead
- Executive Producer :
- Jennifer Mersis
- Mixer :
- Cayce Sylvester
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