“The house is telling us it needs some D-I-Y.” If you haven’t said it, someone you know has. Wieden + Kennedy London has turned the expression into a commercial for find-a-tradesperson service, MyBuilder. Except that its homes sing about their needs, to a quirky remake of Tom Jones’ hit, Delilah – which makes the ad a lot more striking and very much more fun.
“The new campaign centres around the truth that the best tradespeople take pride in a job done right and that they don’t just work for the client, they work for the good of the house, too. That led to the creative idea that if homes could talk, they would recommend MyBuilder,” Wieden + Kennedy London stated in a blog.
The hero TVC, If Homes Could Talk, was directed by Noah Harris [Gorillaz, Sainsbury’s, WWF] who used traditional puppeteering and animation techniques. The TVC will be supported on radio and in digital as well as a Channel 4 sponsorship in afternoon entertainment.
Glenn Orchard, chief marketing officer at MyBuilder, stated, “MyBuilder has enjoyed considerable growth with relatively modest marketing activity to date, but the time is right to introduce the brand to a wider audience with an attention-grabbing and memorable creative platform. As soon as we heard the idea of homes singing their recommendation of MyBuilder to such an iconic tune, we were sold. It’s a really entertaining tribute to the quality of the MyBuilder business and our fantastic tradespeople. Once you’ve heard that chorus it’s very hard to get it out of your head.”
Tony Davidson, executive creative director, Wieden+Kennedy London, added, “Our industry can be obsessed with technology, sometimes to the detriment of the work. So we revelled in the chance to create a playful campaign for MyBuilder, which celebrates some of advertising’s most enduring lessons – the value of reworking catchy songs, creating charming characters and honing craft, rather than relying on CGI. Using puppetry and a good old-fashioned earworm, we’ve worked with MyBuilder to create a recognisable and memorable campaign to help drive growth.”
Agency: W+K London
Executive Creative Director: Tony Davidson
Creatives: Ruby Norman-Curran, Francesca Van Haverbeke & Anne-Grit Maier
Account Director: Amy Kilty
Account Manager: Alice Gardiner
Chief Strategy Officer: Ben Armistead
Planner: Rory Foster
Comms Planning Director: Lee Ramsay
TV Producer: Natasha Johnson
Motion Graphics: Mark Gilligan
Business Affairs: Helena Tomas
Production & Post Production Company: Agile
Director: Noah Harris
Producer: Emma Bewley
DOP: Theo Garland
Editing: Max Window @ Stitch
Sound: Joe Wilkinson @ String & Tins –
Grade: Jason Wallis @ Etc
Music: Mr Pape