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
May 12, 2020
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.