A new campaign from Behr Paint humorously encourages DIYers to rethink their decor to rid their homes of the "ghosts" of past occupants—including their former selves.
In one of the new ads, by TBWA/Chiat/Day, a thirty-something mom sees her younger self everywhere at home, listening to loud music, putting her feet on the paintwork and boasting of only dating musicians—finally spurring her on to repaint.
In a second spot, a couple who hasn’t gotten around to staining their deck has to put up with the constant presence of the perma-tanned, sun-worshipping previous owner and all the marks (spilled drinks, sunscreen) he left behind. The spots encourage people to get on with their projects and "make it yours."
“A lot of people flirt with painting and staining projects but never pull the trigger,” said TBWA\Chiat\Day L.A. Creative Director Jeff O’Keefe, in a statement. “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.”
Directed by Benji Weinstein via Smuggler, the campaign will run across broadcast and cable television, online video and social.
It's the latest in a series of efforts by Behr and TBWA to encourage a DIY-shy millennial audience that they have all the skills necessary to paint, and to help them get past hurdles that have kept them from painting. Other efforts have included a partnership with Spotify and Katy Perry that matched people's music tastes to paint colors.