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

Published On
May 12, 2020

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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