DDB Delivers Outdoor Punch Lines for Consumer Watchdog Site
DALLAS–A series of humorous anti-ads has been created by DDB Dallas to demonstrate the perils of going it alone when shopping for consumer services.
The billboard campaign features ads for “Lawn-B- Gawn Landscaping Service: We treat your lawn like dirt!” “Misty Meanor’s Maid Service: We’re gonna clean you out” and “D. Crepit Movers: If it ain’t broke, we didn’t move it.”
After two weeks, each of the billboards will get a large sticker carrying the logo of DDB’s client, Dallas-based ServiceLane.com. The tagline: “If ads told you everything, you wouldn’t need us.”
ServiceLane.com is a consumer referral network offering screenings and an online customer-rating system.
“We really had a lot of fun with this campaign,” said Steve Bassett, DDB’s chief creative officer who joined the agency last year. “Everyone has a horror story about their experiences with repairmen. It’s great to be able to make light of the situation, as well as promote a better way to find someone to fix your sink.”
Three radio spots feature the voice talent of Jack Riley. The ads begin with the voice of a shady service representative who lacks any concern for quality or customer satisfaction. Riley breaks in and lists the reasons why consumers should consider ServiceLane.com for identifying service professionals.
This first offline advertising campaign for the client launched this month in Austin, Texas, and will run through June. The test effort will be evaluated for expansion into other markets.
The billboards have already drawn some notice, said Matt Averitt, marketing manager at ServiceLine.com.
“The billboard company told us they got a call from a guy who said he was with the Better Business Bureau,” Averitt said. “He couldn’t understand why there was a company advertising bad service.”
The folks at the billboard company explained the joke to the bewildered official, he said.
Campaign production credits go to DDB Dallas creative directors Dave Ring and Kevin Sutton, art director Matt Spett and copywriter Julie Bowman.
The Web site offers connections to more than 300,000 home and lifestyle services in more than 50 markets nationwide. K