Behr Process Corp. in Santa Ana is running a new 30-second TV spot, “Upstairs/Downstairs,” to promote its Marquee Interior Paint & Primer.
The ad, created by the Noble advertising agency based in Chicago, features two couples on a mission to paint their living rooms. The couple that use the Marquee paint are done first and settle in for a rest while their neighbors, who used a different brand, are still busy putting on a second coat.
“We are constantly working to develop the most innovative products and are thrilled to introduce our best interior paint product ever,” Scott Richards, Behr’s general manager, said in a news release.
The brand also is asking consumers to share their home makeover project stories and review a Behr product for a chance to win a $250 gift card.
Behr Process is a subsidiary of Taylor, Mich.-based Masco Corp., which has a market value of about $8.1 billion.
Whale of a Prize
Laguna Beach-based MacGillivray Freeman Films Inc. has put out a $25,000 challenge to photographers to bring back footage of humpback whales mating or giving birth—feats humans have yet to witness, according to the company.
The world’s largest independent IMAX film production firm, whose gross annual revenue ranges between $5 million and $20 million, just returned from filming “Humpback Whales” in Hawaii. The 3-D, giant-screen film will premiere next February and will feature marine biologists Jim Darling and Meagan Jones working with 50-foot whales to appear life-size on the screen.
“The story of the film is the comeback of the humpback and how science—what we learned about the whales in the last 50 years—helped ignite the movement to protect them,” the film’s producer, Shaun MacGillivray, said in the company’s newsletter.
Filming for the prize must be done in compliance with all government regulations, MacGillivray Freeman said, including a 100-yard buffer zone from humpback whales observed in Alaskan or Hawaiian waters.
Kia Kids
Kia Motors America Inc. isn’t taking itself too seriously these days—in a good way.
The Irvine-based marketing arm of Kia Motors Corp. in South Korea released several light-hearted 30-second TV ads to promote its 2014 economy car models.
The Forte TV spot, “Ice Man Swimmeth,” shows a young couple seated at a table. The wife asks if her husband knew that their Forte has heated front seats. He responds affirmatively, then drifts back in his mind to an incident from the past. He’s shown joyfully walking into the ocean, a boogie board under his arm. Seconds later, he screams, “Too cold!” and races back to his car to turn on the “Nappa” heated leather-trim seats, and a smile returns to his face as he says, “That’s nice.”
The Optima spot, “Amnesia,” features a man having a hard time recalling the name of his softball team or recognizing how many fingers his teammate is holding up as he recovers from apparently being knocked out on the field. He had no problem letting them know where his car was, however, thanks to the Optima’s Parking Minder. As another teammate prepares to drive him home, he calls her by someone else’s name.
The Sorento TV ad, “Daddy’s girl,”
takes the cake, though. It stars a toddler laughing at her dad every time he bumps
his head on the SUV’s back gate as he unloads groceries. Mom tries to fix the problem by adjusting the height of the gate, a feature available on the new Sorento. But the little girl starts to cry, now that the entertainment is over. Mom readjusts the gate, and Dad, of course, goes back to bumping his head.
David & Goliath, Kia’s advertising agency of record, created the spots.
DJ & Diablo
World-renowned electronic dance music DJ Deadmau5 tweeted to his 2.7 million followers on Twitter an Instagram photo of the “Diablo III: Reaper of Souls” expansion game set signed by Irvine-based Blizzard Entertainment Inc.’s crew. “Straight up ballin!! Thank you @diablo J,” he wrote. Rob Pardo, Blizzard’s chief creative officer, responded with a simple, “You’re welcome J.”
