Back in January, Angie’s List named Arnold Worldwide as its lead creative agency, following a review led by Joanne Davis Consulting. Now, less than two months later, Arnold is launching its first campaign for the brand, entitled “Home Is Where Our Heart Is,” with a pair of 30-second spots.
The new ads aren’t too much of a departure from the brand’s previous adverting, with Angie’s List co-founder Angie Hicks still appearing in the opening of both spots. “Good Dog” sees Hicks guaranteeing “a fair price, quality service and that a tired dog is a good dog.” The scene then shifts to show what a non-tired dog is capable of when you don’t hire a dog walker, namely wrecking everything in sight. Another spot, “What Goes Down,” promotes the service to find a plumber in the wake of a young boy’s flushing mishap. Both spots were co-directed by Arnold executive creative directors David Register and Wade Devers, with the opening scenes shot at the Indianapolis headquarters of Angie’s List. The “Home Is Where Our Heart Is” integrated campaign is supported by digital, social and experential initiatives and will include similarly-themed videos in the future.
“This campaign represents a significant step forward,” Arnold managing partner Don Lane told Adweek. “Angie’s List offers so much more than reviews, which have become table stakes. They created the category and remain the gold standard in home services, so we are presenting the brand as being uniquely qualified to help people protect the thing that matters most: home.”