TotalProtect® Home Warranty, one of the country’s leading home protection products, has launched a new television advertising campaign created and produced by award-winning direct response ad agency Karlin+Pimsler. nnThe creative, entitled “Bad Stuff Happens,” shows the variety of ways that vital home appliances and systems—from refrigerators to hot water heaters to toilets to air conditioning systems and more can break down—and why you need a home warranty from TotalProtect. The commercial uses a smart mnemonic device to show when things break, or “stuff” happens, to the appliances. The campaign ends with the tagline, “You’re Covered.”nn”We hired Karlin+Pimsler because they are able to create iconic campaigns that have lasting impact,” said Sandra Finn, President, Cross Country Home Services (CCHS), the parent company of TotalProtect Home Warranty. “From JG Wentworth’s ‘Opera’ to Annuity.com’s ‘Safe Man.’ the agency has a knack for knowing how to embed an image and brand strategy into a consumer’s heart and mind.”nn”I am a homeowner and know that, quite frankly, things just break when you least expect it,” said Mal Karlin President and Chief Creative Officer of Karlin+Pimsler. “We wanted to convey that yes, stuff happens, but you don’t need to worry or stress about it if you have a home warranty.”nn”With the Case-Shiller Home Price Indices showing unprecedented growth for the housing market, we decided it was the perfect time to let homeowners know about our home warranty services,” continued Finn. “When people buy a home, they want to feel protected and have the peace of mind that their investment is safe. The creative developed by Karlin+Pimsler provides a clever way to demonstrate the value ofa TotalProtect Home Warranty.”nn
nnThe new TotalProtect campaign launches on July 22, 2013 on a variety of national cable networks targeting new and existing homeowners. Chicago-based Home Run Media handles the media buying and planning. The campaign will leverage the TotalProtect digital marketing efforts led by the Ft. Lauderdale agency Bullseye Strategy. nnKarlin+Pimsler landed the TotalProtect account building on a string of new business wins in 2013 including Annuity.com and RapidAdvance.nnCreditsnMal Karlin, Creative Director and Commercial DirectornSteve Pimsler, Writer nnKarlin+Pimsler, was started in 1995 by Mal Karlin and Steve Pimsler, after many years working together as Executive Creative Directors at Draft Worldwide (now DraftFCB). Based in New York, Karlin+Pimsler was launched with the prestigious British Airways direct marketing creative account for North America and recent campaigns include Annuity.com, RapidAdvance, Consumer Cellular, J.G. Wentworth, SunSetter, 180 Medical, ChildFund International, Joint Council for Credit Education, Church of the Nativity in Bethlehem, and eDiets. They specialize in smart, cutting-edge direct response creative and their company credo is Sales Over Night, Brand Over Time®.nnAbout Karlin+PimslernKarlin+Pimsler, Inc. is an advertising creative boutique that specializes in developing transformational Direct Response TV (DRTV) commercials that build category brand dominance while simultaneously generating profitable, prolific and measureable results. Occupying a truly unique place in the
