Thumbtack Ad Sticks Out Like an Expressly Sore Thumb to Scare Up Awareness for Homeowners

The home services startup debated how simple—and creepy—to render their talking digit

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Thumbtack, a company that provides specialized workers to tend to consumers’ home improvement and other personal tasks, is looking to add some personality to its marketing strategy. That edginess comes in the form of a talking, anthropomorphized thumb.

Thumbtack’s “pursuit of boldness” starts with its latest ad campaign that the brand created in partnership with L&C and Framestore Pictures. 

The home services space the company operates can be pretty bland and boring, conceded Diego Figueroa, head of brand marketing at Thumbtack.



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