Behr Paint helps 'exorcise' your home of your former self
Humorous new ads from TBWA/Chiat/Day LA encourage DIY-ers to 'make it yours'
Editor's Pick
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.
Credits
- Date
- Mar 22, 2022
- Client :
- Behr Paint
- Agency :
- TBWA/Chiat/Day-Los Angeles
- Global Chief Marketing Officer :
- Jodi Allen
- VP Marketing :
- Andy Lopez
- Sr. Marketing Director :
- Sharin Bartz
- Senior Marketing Manager :
- Chanda Chhoeng
- Senior Marketing Manager :
- Dayna Garwacki
- Chief Creative Officer :
- Renato Fernandez
- Group Creative Director :
- Jason Karley
- Head of Art & Design :
- Bruno Regalo
- Creative Director :
- Jeff O’Keefe
- Creative Director :
- 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
- Media :
- Universal McCann
- PR :
- Mbooth
- Production Company :
- SMUGGLER
- Director :
- Benji Weinstein
- HOP/EP :
- Drew Santarsiero
- Line Producer :
- Jason Manz
- Production Supervisor :
- Scott Passey
- DP :
- Bryan Newman
- Editorial/VFX :
- Union
- Editor :
- Justin Q Quagliata
- Assistant Editor :
- Otto Mertins
- Post Producer :
- Malia Rose
- Flame Artist :
- Scott Bravo
- EP :
- Melissa Lubin
- Mix :
- Barking Owl
- Mixer :
- AJ Murillo
- Assistant :
- Brad Beasley
- Senior Producer :
- KC Dossett
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