Marketing Campaign Relaunches Iconic Home Warranty Brand
New American Home Shield Campaign features Comedian
The multi-channel national campaign has a new tagline – “Don’t Worry. Be Warranty.” – a new brand character – Warrantina, played by Dratch – and a new website and brand visual identity.
“Our campaign is all about showing consumers the value of having a home warranty plan. Many don’t understand how a home warranty can protect them financially against the inevitable failure of their appliances or systems like an air conditioning unit,” said
In the ads, American Home Shield’s new brand voice comes to life through “Warrantina,” the brand character played by, and created in partnership with, Dratch.
“When you think of home warranties, you probably don’t think comedy. I like trying to make anything funny, so it was an irresistible opportunity to collaborate on creating this fun character of Warrantina - an unexpected heroine of sorts! “ Dratch said. “The character is a bit new age, a bit mystical and definitely a little off! She can feel the future because she’s so in touch and can sense the positive energy that comes with being covered by a home warranty. I love that
“Creating a character from scratch with the celebrity talent who will play her is so rare in advertising. And Warrantina feels equally once-in-a-lifetime. She’s quirky, fun-loving, questionably mystical, and overly passionate about warranties. We wanted to embody the notion of making warranty a mindset with ‘Don’t Worry. Be Warranty.’ Rachel, as Warrantina, does that. She’s the perfect combination of advertising and sketch comedy and custom fit for American Home Shield,” said
In addition to the new spots and tagline, the brand refresh includes a revitalized visual identity (logo, type, art direction, etc). Across all aspects of the launch, the goal is to help people think about warranties in a new, more positive way, and to maybe have a laugh along the way. The updated visual identity is a nod to the brand's history, where the look and feel was inspired by vintage meets modern aesthetics.
Chemistry, which serves as Frontdoor’s media, digital and social agency of record, helped create the new
Additionally, Collins said the brand has partnered with
“Partnering with WWE allows us to introduce
The campaign launches
New Jersey Residents: The product being offered is a service contract and is separate and distinct from any product or service warranty which may be provided by the home builder or manufacturer.
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