Life Happens Campaign
The ‘Life happens.’ campaign for American Home Shield doesn’t hide the stressful side of home ownership. Washers will overflow. Air conditioner components will wear out. Pipes will leak. Stoves will stop igniting. But there’s a trick to handling the inevitable, a way to lessen the stress when things go wrong — it’s called an American Home Shield Home Protection Plan. It’s a warranty for your home systems and appliances that protects you from expensive and inconvenient breakdowns. Here appliances and home systems are depicted unapologetically failing — there’s no doubt that something bad has occurred. But through a combination of friendly copy and carefully curated photography, the consequences of these failures are happily insignificant. There’s an acknowledgement of a problem, but a sense that everything is going to be all right thanks to an American Home Shield Home Protection Plan.