Y&L Brings Angie’s List to Life

CHICAGO Young & Laramore uses photo-realistic animation and quirky stories to sell referral service Angie’s List in a new campaign breaking next week.

Airing as a test in Seattle, two television spots tell the stories of people’s experiences with home contractors. In one ad, a plumber sacrifices “his time and dignity” to walk a dog while working in a house and being informed that the owner would be home late. The other spot takes a different tack: a man relates how painters finished on time and on budget but tracked paint through the house.

The work contains no tagline, though a voiceover uses lines like “Borrow some experience” and “Educate your guess” to communicate what the online referral service is about.

Angie Hicks founded Angie’s List in 1995 as a place where people could get information about home services companies in her hometown of Columbus, Ohio. The list now has directories for more than 30 cities in the United States. The site is financed through users’ membership fees.

The independent Indianapolis agency won the account last year. Spending on the effort was not disclosed. Angie’s List had only minimal recorded ad expenditures last year, according to Nielsen Monitor-Plus