Late last month, Behr, along with creative partner TBWA\Chiat\Day released the first spot in a new campaign titled, “Should’ve Used Behr.”
The campaign expertly tapped into real, relatable anxieties around home decor and exaggerated them with humor. The insight being reflected is one that is seen across social media: “housebarassment” – our homes are a reflection of ourselves and when they’re not right, it can be hard to know what to do about it, and just downright embarrassing.
What also makes the campaign interesting is that the spots are a result of co-creation, leaning into the creativity and expertise of the improv talent who took the scripted scenarios and elevated them by finding fresh new comedy in the moment while playing off of their scene partners.
In this new spot, a couple is about to entertain friends when they notice a mark on the wall. Covering it reveals another mark that had been hidden, this time on their coffee table. Covering that mark reveals another, and so on, until they’ve completely rearranged their living room in an effort to hide every imperfection. They’re finally forced to confront the truth: it’s time to paint and stain with BEHR. Watch below:
REELated:
“We’re always looking for humorous, relatable ways to inspire people to paint, spray and stain. Our new advertising campaign reminds people that they don’t need to settle any more – it’s easy to transform your home with the most trusted paint brand in the industry,” noted Jodi Allen, Behr Global Chief Marketing Officer
The campaign also includes :30s, :15s and :06s for North America (US + Canada markets) broadcast, OLV, CTV and paid social (Facebook, Instagram and TikTok).
“Domino Effect” was directed by Benji Weinstein, a directorial return for the partner.
CREDITS:
- Global Chief Marketing Officer: Jodi Allen
- Vice President, Brand Marketing: Andy Lopez
- Senior Director, Brand Marketing: Sharin Bartz
- Senior Manager, Brand Marketing: Chanda Chhoeng
Creative Agency: TBWA \ Chiat \ Day LA
- CEO: Erin Riley
- Chief Creative Officer: Renato Fernandez
- Executive Director of Production: Anh-Thu Le
- Executive Creative Director: Jason Karley
- Creative Director: Jeff O’Keefe
- Creative Director: Bert Marrisen
- Senior Copywriter: Dylan Cimo
- Art Director: K Lux
- Creative: Dan Hale, Stew Tribe, Will Holmes
- Executive Producer: KimLara King
- Senior Producer: Scott Welch
- Global Brand Lead: Carla Weaver
- Business Director: Guilherme Pimentel
- Account Supervisor: Cady Pozolo
- Account Executive: Keziah Zimmerman
- Group Operations Director: Claire Lynch
- Strategy Director: Jim Schuch
- Associate Strategy Director: Hannah Barr
- Director of Business Affairs: Robin Rossi
- Talent Payment Managers: Rachel Kaftan
- Director of Traffic Operations: Dessiah Davis
- Traffic Managers: Anna Brito, Natty Jarquin
Production Company: SMUGGLER
- Director: Benji Weinstein
- Executive Producer: Drew Santarsiero
- Line Producer: Jason Manz
Editorial: UNION
- Editor: Justin “Q” Quagliata
- Assistant Editor: Jean Taylor
- Assistant Editor: Artemis Tapliga
- Executive Producer: Melissa Lubin
- Managing Director/Partner: Caryn Maclean
- Producer: Malia Rose
Color: COMPANY 3
- Senior Colorist: Sean Coleman
- Senior Producer: Matt Moran
VFX: UNION VFX
- Senior VFX Artist: Scott Bravo
- Flame Assistant: Vanessa Rodriguez
- Finishing Producer: David Apolo
Audio Finishing/Music: WALKER SOUND
- Sound Designer/Mixer: Chris Nungary
- Managing Director: Sara Matarazzo
- Senior EP: Stephanie Pigot
- Senior Producer: Danielle Soury
- Flame Assistant: Vanessa Rodriguez
