Video: Behr's new ad campaign gets personal
<p>The "True to Hue" campaign is a celebration of self-expression and joy.</p>
Behr Paint is getting up close and personal with its DIY customers with a new ad campaign that celebrates self-expression.
"True to Hue" highlights the personal relationship people have with color with a series of stories.
The four 30-second commercials share the narratives of a couple who goes cross-country in their tiny home, a man who repaints his apartment before proposing to his girlfriend, and a father and daughter restaining their houseboat.
"The Behr Brand elicits and celebrates self-expression to inspire DIYers to transform their homes with colors that bring them joy," said Jodi Allen, chief marketing officer, Masco Coatings Group. "This campaign is all about finding a color that's right for you with paint that will give you a beautiful, lasting finish and a space that is all your own."
In addition to the television spots, Behr will also support the campaign with print, digital and social media components.
One of these complements will be a special Mother's Day digital activation called Color a Memory, which allows users to visit ColorAMemory.com to upload a photo of their mother or mother figure and digitally match a color to a Behr Paint shade. They'll also have the option of personalizing and renaming that color, then sending a custom Mother's Day e-card. Through an online sweepstakes, one lucky Color A Memory entrant will receive $2,500 to create a new special memory with Mom, and 10 additional winners will receive a $100 The Home Depot gift card.
"The True to Hue Campaign continues to express the point of view that color is an individual, emotional representation of personality," said Dave Peterson, creative director and founder at Minneapolis-based Peterson Milla Hooks, the agency that created the campaign. "This campaign shows how anyone—no matter how skilled—can surround themselves with color that inspires and transforms."
"True to Hue" highlights the personal relationship people have with color with a series of stories.
The four 30-second commercials share the narratives of a couple who goes cross-country in their tiny home, a man who repaints his apartment before proposing to his girlfriend, and a father and daughter restaining their houseboat.
"The Behr Brand elicits and celebrates self-expression to inspire DIYers to transform their homes with colors that bring them joy," said Jodi Allen, chief marketing officer, Masco Coatings Group. "This campaign is all about finding a color that's right for you with paint that will give you a beautiful, lasting finish and a space that is all your own."
In addition to the television spots, Behr will also support the campaign with print, digital and social media components.
One of these complements will be a special Mother's Day digital activation called Color a Memory, which allows users to visit ColorAMemory.com to upload a photo of their mother or mother figure and digitally match a color to a Behr Paint shade. They'll also have the option of personalizing and renaming that color, then sending a custom Mother's Day e-card. Through an online sweepstakes, one lucky Color A Memory entrant will receive $2,500 to create a new special memory with Mom, and 10 additional winners will receive a $100 The Home Depot gift card.
"The True to Hue Campaign continues to express the point of view that color is an individual, emotional representation of personality," said Dave Peterson, creative director and founder at Minneapolis-based Peterson Milla Hooks, the agency that created the campaign. "This campaign shows how anyone—no matter how skilled—can surround themselves with color that inspires and transforms."
