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Deutsch LA reunites with Behr Paint Company as creative agency of record, with the launch of its 2024 “Today Let’s Paint,” campaign. Deutsch LA and Behr previously worked together from 2019 to 2021, creating the "Today Let's Paint" campaign that continues to this day, during the initial partnership.

The decision to reconnect was driven by the success of their previous partnership. BEHR chose to forgo the traditional RFP and pitch process in favour of rekindling the proven chemistry and success with Deutsch LA. This partnership will see Deutsch LA taking on a full-service, 360-degree remit, with a particular focus on expanding Behr’s reach to new and diverse audiences. Behr has tasked the agency with creating innovative and breakthrough work.

“We are so thrilled to be working with BEHR again,” said Ryan Lehr, co-chief creative officer at Deutsch LA. “Andy Lopez and his team are such fantastic partners, and our shared creative vision for the brand makes this renewed partnership even more exciting. Behr is a true market leader in both quality and consumer preference, and we are ready to roll up our sleeves with them and apply a fresh coat to their creativity and innovation story.”

"We're excited to be partnering with Deutsch LA again, their deep understanding of our brand makes them the ideal partner to help us grow and evolve," said Andy Lopez, sr. vice president and head of marketing at Behr Paint. "The work our teams do together pushes effective creativity through engaging campaigns for our consumers to be inspired and motivated by the BEHR brand."

The 2024 edition of “Today Let’s Paint” is a continuation of BEHR’s emphasis on empowerment and DIY, through a light-hearted and comedic approach. The spot shows that when it comes to painting, no other paint compares to Behr, simply, “it ain’t Behr.” The campaign launched across broadcast, CTV, OLV, and social in the US on August 19.