Houses Sing a Tom Jones Classic in Campaign for MyBuilder

Find-a-tradesperson service MyBuilder brings houses to life to sing a rousing rendition of Delilah in a multi-million pound brand campaign. 

Launching today (13th of January), the brand drive, created by Wieden+Kennedy London, is spearheaded by TV spot ‘If Homes Could Talk’, which sees the catchy hit reworked into a passionate tribute to the service and its tradespeople. 

The new campaign, which breaks during Coronation Street on ITV1, centres around the truth that the best tradespeople take pride in a job done right and that they don't just work for the client, they work for the good of the house, too. That led to the creative idea that if homes could talk, they would recommend MyBuilder.

The ad features houses, switches and even a sink singing about where to find good, available tradespeople to the tune of the song made famous by Jones in the ‘60s. The answer, revealed in a rousing chorus, is of course: “My my my MyBuilder”.

The 40-second brand spot was directed by Noah Harris (Gorillaz, Sainsbury’s, WWF) who used traditional puppeteering and animation techniques. It was produced by Agile Films.

The TV ad campaign will be accompanied by activity on radio and digital as well as sponsorship after MyBuilder renewed its association with afternoon entertainment on Channel 4. 

The TV campaign will be accompanied by radio and digital activity. 

Glenn Orchard, chief marketing officer at MyBuilder, said: “MyBuilder has enjoyed considerable growth with relatively modest marketing activity to date, but the time is right to introduce the brand to a wider audience with an attention-grabbing and memorable creative platform. As soon as we heard the idea of homes singing their recommendation of MyBuilder to such an iconic tune, we were sold. It’s a really entertaining tribute to the quality of the MyBuilder business and our fantastic tradespeople. Once you’ve heard that chorus it’s very hard to get it out of your head.”

Tony Davidson, executive creative director, Wieden+Kennedy London, said: “Our industry can be obsessed with technology, sometimes to the detriment of the work. So we revelled in the chance to create a playful campaign for MyBuilder, which celebrates some of advertising’s most enduring lessons - the value of reworking catchy songs, creating charming characters and honing craft, rather than relying on CGI. Using puppetry and a good old-fashioned earworm, we’ve worked with MyBuilder to create a recognisable and memorable campaign to help drive growth.”