G+S Defends Homebuilders, Opposes Lawyers

SAN FRANCISCO Gauger + Santy is launching a TV campaign this week for the Homebuilders Association of Northern California that encourages homeowners to call their contractor, not a lawyer, when they have a problem with their residence.

“Contact your builder first” is the message delivered in three spots that oppose lawyers who draw homeowners into group lawsuits.

“Welcome Home,” “Lawyer Plumber” and “For Sale, Forever” will air on cable television in the East Bay through early November. Campaign spending is estimated at $190,000.

In “Welcome Home,” a car pulls into a driveway and waits, as the garage door opens and closes sporadically. The message: even the nicest homes sometimes need maintenance.

The scenes from the “Lawyer Plumber” depict a man in a business suit working under a kitchen sink with his briefcase and a plunger by his side, reaching for his cell phone amid legal papers.

“For Sale, Forever” shows a home’s for-sale placard and the additional signs of desperation that were added after the owner sued the builder.

The indie San Francisco agency team included David Gauger, principal and creative director; Rob Keil, art director; and Art Hau, account manager.

Gauger said he hopes “the commercials will give homeowners another perspective” on a growing problem.