Where sketch meets advertising.
Licensing an existing character is PR-worthy. Creating a character is canon. Working with comedy-legend Rachel Dratch, we created the Warrantina character from scratch to relaunch American Home Shield. The platform “Don’t Worry. Be Warranty” grabbed the category by its mood ring and shifted it into an entirely new state of mind—-positivity.
An entirely new process.
Instead of pitching an already established character to a celebrity to play, I had the honor of co-writing Warrantina and her debut spots with Rachel herself over several workshops. And when she called it SNL-level writing, I might have floated out of my own body. Which is fine, because Warrantina is clearly into astral projection. (Yes, this is all very self-aggrandizing, but you are on my website, so what do you want?)
And because Don’t Worry. Be Warranty. is a state-of-mind, we made sure it could iterate beyond Warrantina and into a brand new image and headline library.
