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TV Programming and Commercials Q&AGet the latest TV ad insights for 2023 planning in the Q3 TV Advertising Rundown report Download>
BEHR remarks that if you don't stain your deck, it can feel like the previous owner is still hanging around... and they're not always pleasant company. No one understands this better than the father of this deck-owning family, as he unfortunately can't seem to avoid the lurking presence of the last sun-bathing-obsessed owner as he spills piña coladas, drips sun-tanning oil and splashes pool water all across his brand new deck. Deciding that he's had enough, this father erases the last vestiges of the previous owner's presence when he breaks out BEHR waterproofing stain and sealer and finally makes his deck, his. Have questions about this ad or our catalog? Check out our FAQ Page.
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Paint brand Behr has settled on the tried and tested format of humor to engage audiences, producing two short videos to tickle the funny bones of budding DIYers.
Behr connects with DIYers in its humorous ‘Make it Yours’ campaign
Designed to end stalling over home decoration decisions, the ‘Make it Yours’ campaign by Behr Paint illustrates how taking control of your surroundings is a sure-fire way to regain a sense of agency in your home life.
Conveying the message that if you don’t paint the previous owner is effectively still around, the motivational videos include ‘Festival Girl,’ which focuses on a mother in her thirties who is haunted by memories of her younger self before belatedly digging out a paintbrush to reflect her current tastes and priorities.
A companion piece to this takes the form of ‘Sun Man,’ which sees a couple finally decide they can put off staining their deck no longer after the vision of a well-tanned previous owner haunts them from the patio.
Produced by TBWA\Chiat\Day LA, the work will span broadcast and cable television as well as online, video and social channels.
Jodi Allen, global chief marketing officer at Behr Paint Company, said: “Our ultimate goal is to drive DIY action and motivate America to paint. Over the last couple years, we’ve seen the home become more important to people than ever before – and our new advertising campaign highlights just how easy it is to make your space your own with the most trusted paint brand in the industry.”
TBWA\Chiat\Day LA creative director Jeff O’Keefe added: “A lot of people flirt with painting and staining projects but never pull the trigger, 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.”
Targeting millennial DIY novices, the campaign seeks to dismantle the hurdles that prevent less handy audiences from redecorating as part of the brand’s long-running ‘Today Let’s Paint’ call to action.
A new campaign has launched today titled 'Make It Yours', from BEHR Paint and TBWA\Chiat\Day LA.
'Make It Yours' evolves the brand’s tradition of using humour to break through a cluttered media landscape, speaking to both experienced and first-time DIYers. The campaign is based on a simple insight — if you don’t paint, it’s like the old owner is still hanging around, even if that old owner is you, from years ago, when you had different tastes and priorities. This connects with both audiences in a highly relatable way, motivating them to take the next step in their DIY journey, whatever the project.
In the first film, 'Festival Girl', a mom in her thirties who hasn’t repainted in a while encounters her younger, less mature self everywhere she looks, until she finally decides to paint and reclaim her home.
In 'Sun Man' a couple who hasn’t gotten around to staining their deck has to put up with the constant presence of the previous homeowner, a dedicated sun-worshiper, until they decide to stain and make their deck the one they’ve always wanted.
TBWA\Chiat\Day LA’s work for BEHR to date has set out to persuade a DIY-shy millennial audience that they have all the skills necessary to paint, and to help them get past the specific hurdles that have kept them from painting. An example includes our Spotify experience “Music in Color,” in partnership with Katy Perry, which launched in September and helped people choose paint colors based on their music preferences.
This is year three of Behr’s tagline “Today Let’s Paint,” a rallying cry directed at DIYers everywhere that’s meant to inspire them to pick up their brushes and finish the projects they’ve been dreaming about.
“Our ultimate goal is to drive DIY action and motivate America to paint,” said Jodi Allen, global chief marketing officer at Behr Paint Company. “Over the last couple years, we’ve seen the home become more important to people than ever before — and our new advertising campaign highlights just how easy it is to make your space your own with the most trusted paint brand in the industry.”
“A lot of people flirt with painting and staining projects but never pull the trigger,” said TBWA\Chiat\Day LA creative director Jeff O’Keefe. “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.”
TBWA\Chiat\Day LA group creative director Jason Karley added: “Not wanting to live in other people’s paint was a huge unlocking insight. Just thinking about it makes me want to repaint my kitchen…”
The campaign will run across broadcast and cable television, online video and social.
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
Creative Credits:
Chief Creative Officer: Renato Fernandez
Group Creative Director: Jason Karley
Head of Art & Design: Bruno Regalo
Creative Director: Jeff O’Keefe & Bert Marissen
Senior Copywriter: Stew Tribe
Senior Art Director: Dan Hales
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
Production Company Name: 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
Categories: Decorating, Home
