TWC Films Director Arni Thor Jonsson has recently completed a new spot for Behr Paints, and their agency, Noble & Associates, Chicago.
Shot on location in Los Angeles, the “One Tough Behr” spot demonstrates how tough a house can really be.
This upbeat spot opens with a shot of a laughing little girl chasing her wet dog into the house. They are both spilling and splashing water across the walls and floor making a mess of the hallway.
Then the scene shifts and we see a mom and dad painting different walls of their living room. The announcer is talking about the new stain blocking formula just as a single stroke of paint cover covers up a child size handprint on the wall.
From there the camera brings us upon the father and his son bumping a chair into the wall as they carry it through a doorway, and as the announcer says that the paint finish resists scuffs they look down to see that it has done just that.
Next, the mother is seen in the little girls room washing crayon drawings of the walls with no effort whatsoever.
When the scene changes again the man is now seen painting the exterior of the house while his son plays with a soccer ball in the background. Suddenly the shot switches to an up close view of the paneling just in time to see the soccer ball hit the wall and bounce away leaving no damage to the paint at all.
The spot ends with the husband and wife standing in their living room admiring the beauty of their newly painted space.
The progression through the inside and outside of this beautiful house is a visual list of all the advantages of using Behr paint. The brightly lit rooms and open spaces gave the spot a refreshed and like new feeling. “Originally we were looking at more of a country feel for the spot,” remarked E.P. Hugh Bacher, “but the agency and Arni and our team were instantly drawn the location we finally choose and were willing to change our vision around it.”
Kim Kubiak, Executive Producer for Noble and & Associates added "Arni Thor Jonsson and his team at TWC brought an unusual and beautiful vision to the boards. He is a truly gifted director.”
The agency team included Creative Directors Denis Naylor, Ron Pike, and Producer Kim Kubiak, while Hugh Bacher was the Executive Producer for TWC.
CREDITS
Agency: Noble & Associates, Chicago
Exec. VP/ Creative Dir: Denis Naylor
Sr. VP/ Creative Dir: Ron Pike
Executive Producer: Kim Kubiak
Production: TWC Films, Los Angeles
Director: Arni Thor Jonsson
MD/Executive Producer: Mark Thomas
Executive Producer: Hugh Bacher
Producer: Daniel Dubiecki
DP: Richard Henkels
Production Supervisor: Bobby Close
1st AD: Craid Stuart Eisenberg
2nd AD: Mike Bocek
Editorial: Union Editorial, Los Angeles
Editor: Einar
About TWC Films
TWC produces commercials and digital projects for leading advertising agencies and their clients worldwide. By combining superb directorial talent with firm, broad-based expertise in production, TWC continues to establish itself among the elite in the commercial industry and has earned the patronage of some of the world’s most creative advertising agencies. www.twcfilms.com
