• by Steve McClellan  @mp_mcclellan, March 23, 2022

Behr Paint is out with its first national TV campaign from Omnicom’s TBWA\Chiat\Day LA.

It’s titled “Make It Yours” and continues the brand’s tradition of using humor to break through a cluttered media landscape, speaking to both experienced and first-time DIYers.

According to the agency the campaign is based on the proposition that if you don’t paint, it’s like the old owner is still hanging around. Even if that old owner is you, from years ago, when you had different tastes and priorities.

The objective: motivating DIYers to take the next step in their journey, whatever the project. 

In one spot “Festival Girl,” a mom in her thirties who hasn’t repainted in a while encounters her younger, less mature self everywhere she looks, until she finally decides to paint and reclaim her home.

In “Sun Man” a couple who hasn’t gotten around to staining their deck has to put up with the constant presence of the previous homeowner, a dedicated sun-worshiper, until they decide to stain and make their deck the one they’ve always wanted. 

The agency’s work for Behr to date has set out to persuade a DIY-shy millennial audience that they have all the skills necessary to paint, and to help them get past the specific hurdles that have kept them from painting. One example: a Spotify experience “Music in Color,” in partnership with Katy Perry, which launched in September and helped people choose paint colors based on their music preferences.

This is year three of Behr’s tagline “Today Let’s Paint,” a rallying cry directed at DIYers everywhere that’s meant to inspire them to pick up their brushes and finish the projects they’ve been dreaming about.