Paint maker Behr Process Corp. in Santa Ana released a flight of four TV spots that celebrate self-expression and aim to “inspire DIYers to transform their homes with colors that bring them joy,” according to Jodi Allen, the brand’s chief marketing officer. “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.”
The 30-second commercials feature a “mix of colorful personalities.” In one, a couple tows their tiny house across the country through rain, snow and sun, while another shows a man who quickly repaints his apartment in time to propose to his girlfriend. An ad titled “Houseboat” stars a father-daughter duo that re-stains a blue houseboat.
The TV effort will be bolstered by print, digital and social media, all promoting BEHR Marquee Interior Paint & Primer and BEHR Marquee Exterior Paint & Primer, the company said. Minneapolis-based Peterson Milla Hooks created the campaign.
Behr is a subsidiary of Taylor, Mich.-based Masco Corp., which has a market value of about $10.2 billion.
Masco Chief Executive Keith Allman noted the division’s contributions during an April 26 earnings call. “The decorative architectural segment delivered an outstanding quarter as the investments we have made to support the growth of this segment continue to take hold,” he said. “Behr drove sales with its award-winning core DIY products, such as BEHR Marquee, its differentiated consumer experience in the aisle with the new color center, and its launch of new products.”
Draft Day 2031
Hyundai Motor America is tapping into parents’ hopes and dreams for their little athletes with the launch of “Draft Day 2031.” The Fountain Valley-based automaker partnered with National Football League Network Draft Analyst Mike Mayock to create a three-minute video starring two young boys—potential picks in 2031—with NFL players Lawrence Timmons of the Pittsburgh Steelers and Sam Young of the Miami Dolphins.
Mayock’s 2031 preview shows footage of Tyler Murphy, 5, from Lancaster, Pa., during a team practice, drinking out of a sippy cup, flapping his hands like a bird, and running “faster than he was five years ago,” when he was in his mom’s belly. Caleb Jackson, 6, of Glendale, Ariz., meanwhile, yawns after listening to Mayock talk “X’s and O’s” for a while.
The fans are invited to upload photos of their children that will be incorporated into a Mayock video commentary about their skills on the field and future potential.
Draft Day 2031, created by Huntington Beach-based INNOCEAN USA, will be supported with banner ads and pre-roll ads on NFL.com, plus a social campaign.
Hyundai is an official NFL sponsor.
Toshiba in Vegas
Irvine-based Toshiba America Business Solutions Inc. has made its presence known in Las Vegas. The U.S. unit of Japan-based Toshiba Corp.—which makes and markets a lineup of products that range from printers to software and digital displays—is the founding partner of the newly opened $375 million, 650,000-suare-foot T-Mobile Arena and the adjacent Toshiba Plaza, an open-air, 2-acre public square that connects the venue with The Strip.
The brand also set up “Vegas Interactive by Toshiba,” a fan engagement zone inside the arena that features digital displays, including two 12-foot-by-7-foot LED video walls and two 55-inch Virtuoso interactive touch displays offering concierge and way-finding services.
“It is fitting that such an amazing, state-of-the-art sports and entertainment venue as T-Mobile Arena is opening in the entertainment capital of the world and the team at Toshiba is pleased to play a role in this venture,” Scott Maccabe, chief executive of Toshiba America Business Solutions, said in a statement. “We are excited about having the opportunity to include our innovative display technology not only throughout the arena, but also in the creation of two of the arena’s signature elements, Toshiba Plaza and Vegas Interactive by Toshiba. It is our hope that these two areas will enhance the fan experience for generations of T-Mobile Arena patrons.”
Bits & Pieces
The Themed Entertainment Association recognized Disneyland’s “Paint the Night” parade with the Thea Award for Outstanding Achievement-Parade Spectacular. … Colleen Lambros, former senior vice president of corporate marketing at Irvine Company, joined Ten-X in Irvine as chief marketing officer of its residential division.
