American Home Shield

Using out-of-this world creative to explain a complicated category.


The Results


Category Confusion

Despite founding the home warranty category, American Home Shield was virtually unknown among consumers. Their reliance on B2B sales through realtors had led to low brand awareness and household penetration. Worse still, most consumers didn’t understand what a home warranty was and how it differed from their homeowners insurance. 

Might Happen, Will Happen

Since American Home Shield was the industry leader, we knew that explaining the benefit of a home warranty to consumers would lead to increased awareness and sales. The only question was how do we explain it in a simple and attention-grabbing way?

That’s how Might Happen, Will Happen was born. This D2C campaign used over-the-top scenarios to highlight how a home warranty protected your home from ordinary wear and tear not covered by your homeowners insurance.