Peterson Milla Hooks Launches ‘True to Hue’ for Behr

By Erik Oster 

Minneapolis-based agency Peterson Milla Hooks launched a spring campaign for Behr entitled “True to Hue.”

A 30-second broadcast spot ties together emotions and colors, promising, “If you feel it, you can find it.” The ad shows off such Behr colors as “Joie de Vivre,” “True Blue,” “Off Broadway,” “Fuzzy Duckling,” “Rumors” and “New Day” as modes of self-expression. Each color is matched with a fitting personality to demonstrate “the feeling and bravery of choosing colors when you were younger,” encouraging DIYers to skip the trends and trust their emotions. The campaign is the latest in the spring “paint ad wars,” following efforts from Valspar and Sherwin Williams. Behr takes a different approach than its competitors. While FCB Chicago went the lengthy online route for Valspar with an ad tackling color blindness and BBDO New York took a more comical approach for Sherwin Williams, Behr just seems to want to show off its colors.

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