Winning Hearts and Minds
Since our targets were not actively looking for a way to cover their popcorn ceilings, LEAP Amp needed to give them a reason to pay attention to our message. We did that with a tried-and-true approach to winning over an audience — we entertained them.
With the help of LEAP, LEAP Amp created two 30-second web videos, each of which feature a quirky, everyman character “fixing” a problem by covering it up, then applying that same logic to his popcorn ceiling. In a few, quick cuts, the ceiling is fixed and our dopey protagonist is now the hero. The message: If this dork can do it, any homeowner can.
The spots were filmed completely in-studio, with custom-built sets and the perfectly casted actors. The tagline summed it all up — Armstrong, the easy way to fix ugly.