Whenever you’re working on a complete rebranding and relaunch campaign for a client (in this case Repair.com), landing on the Big Idea sometimes requires a journey through just about every emotion. Sometimes you’re inspired. Sometimes you cry. Sometimes frustration drives you to wonder what your office chair would look like hurtling through a window. And sometimes, well, you laugh your face off.
Flashback to a conference room full of ladies working on the account, joking about how it used to be the husband who fixed home appliances. They look around the Made offices, noticing the men clad in black rimmed glasses, skinny jeans, and bow ties. Each of them admits that none of their significant others could possibly fix a broken appliance. Their fathers, maybe; grandfathers, definitely.
Don’t get us wrong—the men who fill the Made offices are talented individuals: copywriters who can think of the perfect line, developers who can code amazing websites, designers who know how to capture the consumers’ imaginations, but each would be dumbfounded if presented with, let’s say, a broken washer. Metrosexual men who spend more time on their hair than the average woman, who can’t imagine the inner workings of a sink, let alone sticking their perfectly coiffed hair up in there.
The conference room erupted in laugher, but also, a realization: the woman, these days, must also be the man. With that, we had our concept: “Being the man is as easy as calling the man."
Check out the resulting TV spot, which began airing in our test market of Des Moines, Iowa this week: http://creativity-online.com/work/repaircom-tomatoes/30972
