Old Owners Still Hang Around in Comedic BEHR Paint Campaign

TBWAChiatDay LA teams with Smuggler’s Benji Weinstein on series of spots

A new campaign has launched today titled ‘Make It Yours’, from BEHR Paint and TBWAChiatDay 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.

TBWAChiatDay 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 TBWAChiatDay 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.”

TBWAChiatDay 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.

CLIENT CREDITS

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

TBWACHIATDAY LA CREDITS

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

PRODUCTION CREDITS

SENIOR PRODUCER: Scott Welch

DIGITAL PRODUCER: Nat Wilkes

DIRECTOR OF CONTENT PRODUCTION: Guia Iacomin

ACCOUNT MANAGEMENT CREDITS

BUSINESS LEAD: Shannon Franqui

BUSINESS DIRECTOR: Luz Caceres

ACCOUNT EXECUTIVE: Zach Cross

ASSISTANT ACCOUNT EXECUTIVE: Kez Zimmerman

ACCOUNT PLANNING

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 MANAGEMENT

PROJECT MANAGER: Stesha Moore

BUSINESS AFFAIRS/TRAFFIC

DIRECTOR OF BUSINESS AFFAIRS: Robin Rossi

DIRECTOR OF TRAFFIC OPERATIONS: Dessiah Davis

SENIOR TALENT PAYMENT MANAGER: Leila Scheffer

PARTNER AGENCY SUPPORT

MEDIA: Universal McCann

PR: MBooth

LIVE ACTION PRODUCTION COMPANY

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