Repair.com Teases Today's Unmanly Man in New Spot from Boulder's Made Movement

/ Comments (5)

Last week, we posted the print that'll run as a test in Des Moines. Here's the TV that goes with it — along with a story about its conception.

Flashback to a conference room full of ladies working on the account, joking about how it used to be the husband who fixed home appliances. They look around the Made offices, noticing the men clad in black rimmed glasses, skinny jeans and bow ties. Each of them admits that none of their significant others could possibly fix a broken appliance. Their fathers, maybe; grandfathers, definitely.

The men who fill the Made offices are some of the most talented, creative men around: copywriters who can think of the perfect line, developers who can code amazing websites, designers who know how to capture the consumers’ imaginations, but each would be dumbfounded if presented with, let’s say, a broken washer. Metrosexual men who spend more time on their hair than the average woman, who can’t imagine the inner workings of a sink, let alone sticking their perfectly coiffed hair up in there.

The conference room erupted in laughter, but also, a realization: the woman, these days, must also be the man. With that, we had our concept: “Being the man is as easy as calling the man.”

Credits:
CHIEF CREATIVE OFFICER/PARTNER: Dave Schiff
CHIEF DESIGN DIRECTOR/PARTNER: John Kieselhorst
ART DIRECTOR: Marybeth Ledesma
WRITERS: David Satterfield, Claire Wyckoff
CONSULTING HEAD OF INTEGRATED PRODUCTION: Chris Kyriakos
SENIOR INTEGRATED PRODUCER: Annie Uzdavinis
JUNIOR INTEGRATED PRODUCER: Isaac Karsen
BUSINESS AFFAIRS: Jennifer DeCastro
DIRECTOR OF CLIENT SERVICES: Rachael Donaldson
SENOR ACCOUNT PRODUCER: Rachel Steiker

Comments

i like it. nice to finally see something out of made.

only one beef. can the singing domain finally die? its been done. a lot.

Nice. Like it a lot better than the earlier work that came out of Made. Good insight here.

Agree that the singing tag is a bit of a cliche though, especially with the Hotwire campaign that running hard right now.

^spam comments suck. But I like the creepy profile pic...

http://www.aimitsoftware.com/about/

Love the line “Being the man is as easy as calling the man.”

Well done.

I've heard this ad and every time I remind myself to find out who created it. Congratulations. After decades of trying to get girls engaged in professions in engineering, science, and math, you've created an ad that reinforces the stereotype that women need a man to 'fix things'. While I get the reference to the 'metro-male', I am offended by the implication that a 'real man' must be called to tackle the tough household jobs. Why not call a woman repair-person? And is it really necessary to include the 'dig' at the man who embraces feminine qualities?
I hope the ad does not air long.

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