Mintz Puts CertainTeed on TV

Building Supplier Looks to Brand Products
BOSTON–Hoping to cure construction anxiety, building products manufacturer CertainTeed has broken its first national consumer campaign.
Crafted by Mintz & Hoke in Avon, Conn., the effort includes a 30-second TV spot, two print executions, promotional trade pieces and a Web site, all aimed at homeowners and builders. Billings were estimated in the mid-seven-figure range.
The commercial features a couple who have spent two years constructing their dream house. The woman calls the man, who is seen obsessively checking the inside of each sheet of insulation and peppering a builder with questions.
“I like to know what’s under the carpet . . . what’s over my head,” the homeowner says, explaining that he’s merely thorough. CertainTeed’s name and product list close out the spot.
Home builders are “fairly insecure and anxious,” said agency president Chris Knopf, who served as creative director on the campaign. “You’re spending a lot of money and have high expectations for something that you hope meets the visions in your head. We recognize that. [CertainTeed] is the source of relief from this anxiety.”
The campaign prompts consumers to question materials, according to Andrew Wood, Mintz & Hoke’s vice president and management supervisor. “People tend to spend more time thinking about the kind of drawer pulls they’re going to put on a cabinet than the roof over their head,” he said.
Mintz & Hoke began working for the Valley Forge, Pa.-based client three years ago on business-to-business initiatives. This is the first time CertainTeed has tailored its marketing efforts to consumers, however.