Behr Paint is helping people to match paint colors for their homes to their taste in music, via a partnership with Spotify and Katy Perry.
The campaign, by TBWA/Chiat/Day L.A., revolves around a website featuring a color selector tool that helps people discover personalized paint color recommendations through their favorite songs across Spotify’s music library. It works by identifying key characteristics in a song, based on tempo, key and other musical attributes, to create a unique experience for each song and user.
People can then choose from an array of paint colors from a special color palette co-developed with Katy Perry. The idea is said to be base on the way Perry experiences color. "When I write a song, I almost always have a simultaneous sense of the accompanying visual—whether that’s a strong music video idea or just a color palette vibe," she said in a statement.
To promote the tool, Perry stars in a film directed by Emil Nava, matching some of her hits to different hues from her palette. She sings excerpts from “Never Really Over,” dressed in a shade of yellow called “Laser Lemon,” “Waking Up in Vegas” in bright red “Flirt Alert” and “Teenage Dream” in blue “Sea of Tranquility.
The wider campaign extends across social through augmented reality experiences on Instagram, Tik Tok and Snapchat.
“We wanted to create a completely new way for people to experience color selection by drawing on the inherent connection between music, color, and creativity,” said Jodi Allen, global chief marketing officer at Behr Paint Company in a statement. “By combining Katy Perry’s intrinsically colorful music and personality with Spotify’s data-driven technology, the experience unleashes an entirely new way of approaching the color selection process by using music as the guide to make DIYers‘ inspiration a reality.”
Perry's music also appeared in another recent campaign, but one with a darker twist—the latest Sandy Hook Promise spot from BBDO New York.