BEHR Paint's Latest Ad Is a Beethoven-inspired Earworm

Apologies in advance: TBWA’s latest for BEHR Paint may get stuck in your head.

Launching today, the brand’s latest bid to be 'the ultimate DIY coach' features its spin on Beethoven’s 5th symphony ('BEHR BEHR BEHR BEHR BEHR') in a new campaign called 'BEHRtoven,' launching March 25th.

Starting with :30 and :15 spots featuring relatable characters looking at faded, scuffed walls in need of refresh when inspiration - and the familiar tune - strikes. The effort will be extended with a diverse mix of high-reaching influencers – ranging from singers, dancers, DJs, comedians, DIYers, even a dancing dog – will be posting their own version of the BEHRtoven beat. This will not only encourage participation and generate awareness of BEHR across new and different audiences, but also provide consumers with best-in-class submission examples. The influencer TikTok content will be boosted via spark ads to amplify reach. Ten winners will have the opportunity to win $2,000.

“There is no better time to get more people asking for BEHR by name than when they begin their DIY journey,” says Andy Lopez, head of marketing at Behr Paint Company. “This tune keeps BEHR top of mind as we kick off painting season to remind every generation of DIYers BEHR is the most trusted, #1 rated paint brand in America.” 

TBWA creative director Adam Balogh added, “Get Behr stuck in people’s heads... that was the simplified essence of our ask. So, the absurd idea of 'BEHRthoven' came about and we took Beethoven’s renowned Fifth Symphony and turned it into a good old fashioned ear worm - a tune so catchy we thought it would work perfectly everywhere from TV to TikTok, where sounds and audio play such a huge role.”