MEMPHIS, Tenn.--(BUSINESS WIRE)--Frontdoor, Inc. (NASDAQ: FTDR), the parent company of American Home Shield, the nation’s leading provider of home service warranties, announced a new national marketing campaign that began yesterday.
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 Kathy Collins, Frontdoor’s chief revenue officer who also oversees marketing. “We are launching with a new look and feel, and with Rachel, we have someone who is funny, relatable and will bring to life the value of helping consumers protect their most valuable asset – their homes.”
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 American Home Shield was willing to have a sense of humor around home warranties, and the finished product feels more like a comedy sketch to me than an ad. But of course I also learned about home warranties along the way!” she said.
Frontdoor partnered with its creative agency of record, Fallon, to develop the campaign. The ads were shot on location in Los Angeles in February.
“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 Emily Swenson, creative director at Fallon.
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 American Home Shield website at www.ahs.com.
Additionally, Collins said the brand has partnered with World Wrestling Entertainment to launch the campaign.
“Partnering with WWE allows us to introduce American Home Shield and the value of a home warranty to their very large and passionate fan base,” she said.
The campaign launches April 1 across broadcast, digital, and social media channels.
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.
About Frontdoor
Frontdoor is reimagining how homeowners maintain and repair their most valuable asset - their home. As the parent company of two leading brands, we bring over 50 years of experience in providing our members with comprehensive options to protect their homes from costly and unexpected breakdowns through our extensive network of pre-qualified professional contractors. American Home Shield, the category leader in home service plans with approximately two million members, gives homeowners budget protection and convenience, covering up to 23 essential home systems and appliances. Frontdoor is a cutting edge, one-stop-app for home repair and maintenance. Enabled by our Streem technology, the app empowers homeowners by connecting them in real time through video chat with pre-qualified experts to diagnose and solve their problems. The Frontdoor app also offers homeowners a range of other benefits including DIY tips, discounts and more. For more information about American Home Shield and Frontdoor, please visit frontdoorhome.com (soon to be frontdoor.com).
Forward-Looking Statements
This news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements are based on management's current expectations and beliefs, as well as a number of assumptions concerning future events. These statements are subject to risks, uncertainties, assumptions, and other important factors. Readers are cautioned not to put undue reliance on such forward-looking statements, because actual results may vary materially from those expressed or implied. The reports filed by Frontdoor pursuant to United States securities laws contain discussions of these risks and uncertainties. Frontdoor assumes no obligation to, and expressly disclaims any obligation to, update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. Readers are advised to review Frontdoor's filings with the United States Securities and Exchange Commission (which are available on the SEC's EDGAR database at www.sec.gov and via Frontdoor’s website at investors.frontdoorhome.com).
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