Solution

We saw an opportunity to make ‘Angi’ into an everyday verb. Instead of a homeowner using Google to find endless and unvetted options to their home needs, homeowners should just, “Angi That.” 

We established the campaign platform ”You can do this, When you Angi that” and the song “The Choice is Yours” by Black Sheep quickly came to mind. We licensed and re-recorded the song for Angi, which became the cornerstone of our creative. The duality of “This or That” translated in the spot with a split screen effect using an animated line down the middle — one side showing the homeowner’s enjoyment of their finished project or space, and the other showing the work done by pros that enabled homeowner enjoyment.  We delivered a hero :30 with multiple cutdowns and performance-driven versions for national TV and streaming platforms, along with national radio and podcast ads.