Behr paints a scary picture of being haunted by annoying past incarnations
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.
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