Have you ever been uncomfortable when someone pops by your house and the walls are in need of some tlc? Does that voice we all hate in our heads start chipping away? Yeah. We’ve all been there. And Behr expertly taps into that insecurity in a humorous improv-based ad called, “Should’ve Used Behr” from TBWA\Chiat\Day and it’s our Reel Ad of the Week.
The ad is part of the brand’s campaign that takes real, relatable anxieties around home decor and exaggerates them with humor. The insight being reflected here 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.
“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,” Jodi Allen, Behr Global Chief Marketing Officer
In the ad, a woman’s insecurity about the poor state of her walls begins to infiltrate her every thought, until she’s mishearing harmless comments from people in her life as criticisms.
“Your paint is really bad”
“What?”
“I said ‘best coffee I ever had.’” Watch below:
REELated:
“When the spaces we live in aren’t realized to their full potential, we know it – we feel it, deep down – even if we might try to convince ourselves otherwise. We had a lot of fun mining the comedic potential in that state of denial,” notes Jeff O’Keefe – TBWA\Chiat\Day LA Creative Director.
“Going out of your way not to paint can be a lot harder than painting. A lot more funny too.,” adds Dylan Cimo – TBWA\Chiat\Day LA Senior Copywriter.
Behr leaned into the creativity of on-screen improv talent, who took scripted scenarios and elevated them with in-the-moment lines alongside their screen partners.
A second ad called “Domino Effect” is set to launch on April 17.
CREDITS:
CLIENT: Behr
- Global Chief Marketing Officer: Jodi Allen
- Vice President, Brand Marketing: Andy Lopez
- Senior Director, Brand Marketing: Sharin Bartz
- Senior Manager, Brand Marketing: Chanda Chhoeng
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 Marrison
- Senior Copywriter: Dylan Cimo
- Art Director: K Lux
- Creative: Dan Hale, Stew Tribe
- Executive Producer: KimLara King
- Senior Producer: Scot 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
EDIT: 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/MUSIC: WALKER SOUND
- Sound Designer/Mixer: Chris Nungary
- Managing Director: Sara Matarazzo
- Senior EP: Stephanie Pigot
- Senior Producer: Danielle Soury
- Flame Assistant: Vanessa Rodriguez
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
