Tue, 09 May 2023 15:17:39 GMT
Prom season is just around the corner, and BEHR is giving parents and teens alike a backdrop worth the inevitable awkward photo-shoot in an all-new spot titled, 'Prom,' from TBWA\Chiat\Day LA.
An extension of the brand campaign, 'Should’ve Used BEHR,' this spot continues Behr’s approach of using humour born out of relatable, human moments to break through in a competitive television landscape.
'Prom' humorously depicts the homeowners' internal battle with ‘housebarrassment,’ confronting the fact that they ‘Should’ve Used Behr,’ but this time, shifting focus from the interior to the exterior of the home.
This spot highlights Behr’s new product: BEHR DYNASTY Exterior Paint, formulated with 10-Year Colour Fade Protection.
The campaign aims to target core and millennial DIYers, 60+% of whom are homeowners, and 33% of whom have children under 18+ in the household.
Created in collaboration with creative agency TBWA\Chiat\Day LA, the film includes a :30 and a :15 for regional markets, running across CTV / OLV / paid social.
The spot was directed by Kevin Johnson, sometimes better known as KJ. As a commercial director, KJ pulls from personal and past experiences when he shoots, and thrives in directing performance-based spots, often with a unique comedic skew.
Jeff O’Keefe, creative director, TBWA\Chiat\Day Los Angeles said, “We were looking for a timely story centred around the exterior of a family home. The idea of prom pictures felt really rich to us because there’s so much wonderful, built-in awkwardness… We loved the idea of this hapless teenage couple being scooted around by a set of parents looking for a beautiful shot before finally accepting that it’s time to paint.”
"Innovation is in our company's DNA so it was a natural expansion to launch the best of BEHR into our highly rated exterior paint product portfolio," said Jodi Allen, global chief marketing officer at Behr Paint Company. "Our new BEHR DYNASTY Exterior Paint spot highlights all-new product features including a 10-year colour fade protection so now you don't have to go through extreme measures to avoid your colour fading home."
Genres: People, Comedy, Dialogue
Categories: Home, DecoratingTBWA\Chiat\Day LA, Tue, 09 May 2023 15:17:39 GMT