Angi ads warn against hiring just anyone off the internet for home repairs

Everyone claims to be everything on the internet—YouTube contractors, X historians, Instagram interior designers. The list goes on. 

But the jacks of all trades are masters of none, and that’s exactly the argument made in a series of new spots from Angi, the online marketplace to find home repair and maintenance professionals.

“Anyone can be anything on the internet,” created by Bandits & Friends, launched Monday featuring spots that depict how homeowners can get tricked into expensive damages by hiring an self-proclaimed expert on the internet through an unfiltered search.     
 
The audience is first presented with the idyllic “Internet World,” where anyone can be anything they want. But although the internet may be a magical place fueled by passion and drive, it is not a place founded on legitimacy and trust. 

Each spot ends by showing how Angi, on the other hand, does the work for you by filtering through dishonest and unverified contractors, electricians, plumbers and more to provide customers with qualified, reliable professionals.
 
“Skilled tradespeople are the lifeblood of communities across the country, and we’re honored to celebrate them in a unique way. For the past 30 years, we've focused on helping homeowners not only get the job done, but get it done well, and this campaign reinforces our mission in a fun, engaging way,” said Dhanusha Sivajee, chief marketing officer at Angi. 

The campaign additionally debuts sonic branding to the tagline of “Jobs done well.” Tim Godsall, in collaboration with production company Anonymous Content, directed the commercials. The campaign will run across linear and streaming TV, social and digital platforms. 

More Creativity coverage from Ad Age:

• See this week’s top 5 campaigns.
• How consumers feel about AI in ads.
• Inside the design of CosMc’s, the McDonald’s spinoff.
• RIP, Jim Riswold.
• Meet the most client-y client ever.
• The best ads of 2024 (so far).
• 15 hidden gems among the Cannes Lions winners.

Sign up for our daily Creativity newsletter to see the best stories of the day.