Behr Paint Co. ushered in the start of the unofficial 2019 painting season, rolling out a handful of new television spots over the course of a month.
The Santa Ana-based supplier of architectural paint and exterior wood care products tapped Minneapolis, Minn.-based agency PMH to help capture “the joy of a job well done, and how Behr’s durable coatings help people stay done longer,” a statement said.
The campaign was unveiled late last month and includes a trio of 30-second commercials—which will also run online—focused on real-life moments.
“Tough As Walls” debuted first and takes a comedic approach to common accidents that can lead to scratches on a wall. This week will see the launch of “Out Done Yourself” highlighting Behr’s premium wood care. Later this month a third spot, “A Job Well Done,” celebrates DIY projects not requiring touch-ups.
Chief Marking Officer Jodi Allen said Behr wanted to use real-life moments as a way to connect with more buyers.
“Many of our competitors showcase their paint colors in pristine, unachievable homes,” Allen said. “But at Behr, we understand that’s not reality for most DIYers. The walls and surfaces in most homes need to stand up against all the messes real life brings from grubby handprints to food splashes and pet stains.”
Instead of focusing on the process of painting, its latest campaign celebrates “the moment you’re done.”
Behr has done some DIY work of its own at its new 230,000-square-foot headquarters along St. Andrews Place, just east of the Costa Mesa (55) freeway.
The new facility, the former home of defunct telecom equipment maker Powerwave Technologies, includes indoor-outdoor patio space with tiered seating for up to 500 as well as a 30,000-square-foot research and development lab. It was designed by Newport Beach-based firm H. Hendy Associates.
Ethika Line a Nod to Hoop Dreams
Ethika is no stranger to athletes, influencers, celebrities—and especially musicians.
The Lake Forest-based underwear maker, which built out a music studio at its 46,000-square-foot headquarters just off Bake Parkway, partnered up with Grammy-nominated rapper 2 Chainz on a capsule collection.
The designs coincide with last month’s release of his fifth studio album “Rap or Go to the League,” a nod to his past as a college basketball player and the choice some Black youth feel they must make to escape their circumstances.
There are two designs. One pair of boxers features the album’s cover art; the second is a zoomed-in shot of a yellow milk crate used in the cover art as a makeshift basketball hoop. Styles retail for $25 and were sold out at the time of publication.
Ethika is a fan favorite among big-name rappers like Meek Mill and Kid Ink. The company has also tapped some of those same acts to record exclusive songs for its annual mixtapes, first launched in 2017.
It recently dropped a 13-song mixtape “The Prophesy,” featuring acts like Ski Mask the Slump God and Mozzy. Last year’s mixtape RGB 2 had more than 10 million streams with songs by 2 Chainz and Lil Wayne. The exclusive songs are free for consumers and artists earn royalties from the merchandise they design in collaboration with Ethika.
