Scottish agency Insiders has announced its collaboration with Taskrabbit, the marketplace that connects people who need help around the home with skilled Taskers from their local communities, on a new brand campaign launching this week.
The witty ads play on the idea that we’re our own worst enemies when it comes to household chores. We all have a to-do list that we can’t get on top of – but Taskrabbit is there to help.
The simple, relatable ads are running across the UK, US, Canada, France and Germany on TV, VOD and online. They come as the market for DIY and household service apps is booming, and seek to create an emotional connection between Taskrabbit and consumers.
Each of the three ads in the campaign spotlights a central character navigating the chaos of everyday life, with the tension balanced by a calm, composed filming style that shows the ease and relief Taskrabbit brings to their day.
Each ad starts on the main character’s face and with voiceover explaining a problem they need to fix – mounting a TV, packing up their apartment or building a bookcase – and pulls back in a single unbroken shot to show the chaos surrounding them and the elements of their lives that are making them so busy.
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The long shot, supported by a calm voiceover is beautifully directed to reveal elements that make up the busy parts of their life (kids, dogs, photos of relatives, packing boxes) and tie in with the VO.
Finally, we see the Tasker solving the issue that we learned about at the start (packing, installing a TV and bookcase building), showing how Taskrabbit can be there to make life that much more manageable.
Tamara Rosenthal, VP of marketing at Taskrabbit said: “Insiders took the time to understand our brand and what we wanted to achieve. We know that life is unbelievably busy for so many of our customers, and a seemingly endless list of to-dos often gets in the way of what you really need to accomplish. We wanted to show that feeling of being overwhelmed – of why you might need Taskrabbit in your life – and how Taskrabbit can help ease that stress.”
Rory Gilbride, co-founder, Insiders, added: “The films at the heart of this campaign tell such a complete and recognisable story in just a few seconds. Modern life is full on, and whether you’re in the UK, France, Germany or the States, the characters and the stories are instantly recognizable – and so is the need for someone to come in and give you a hand. We all sit on household tasks convinced that we can do them ourselves – only for our to-do list to get ever longer.
“This project represents our second international undertaking in just a few months, demonstrating that our custom UK-based team can efficiently manage and expertly deliver impactful global campaigns.”
Taskrabbit was founded in 2008 and its platform enables people to book trusted help for home tasks like TV mounting, furniture assembly, help moving, mounting, and much more. It was acquired in a canny move by IKEA in 2017.
Insiders, which builds curated teams of creative talent around each client brief, won the pitch against a number of US- and UK-based agencies by nailing Taskrabbit’s brief, witty tone of voice and sense of humour.
