RenoAssistance has fun with the horrors of finding a contractor

The brand taps Francois Bellefeuille again in a spot that references The Shining.
By
November 29, 2022

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RenoAssistance is doubling down on fun, with a new campaign that references a classic horror movie to warn of the perils of choosing the wrong contractor.

The brand pairs clients with reliable contractors who have the qualifications to execute large-scale residential or commercial renovation projects. For its first mass campaign earlier this year, it enlisted stand-up comedian François Bellefeuille to demonstrate that hiring a contractor is no laughing matter.

For the follow up campaign, RenoAssistance retained Bellefeuille in a spot where come up with new material for his comedy set. He’s is drawn away from his office by a loud bang, triggering a series of strange encounters within his own home: a stoic falconer covered in plaster, twin indoor contractors with questionable design sensibilities and a cartoon drawing of himself that comes alive.

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RenoAssistance retained the services of Montreal agency The Unknown for the campaign, following a review and pitch earlier this summer. This “ignition piece” above was launched weeks prior to the actual marketing campaign, which is now in-market with a 30-second teaser, 60-second trailer and a limited-edition comic book starring Mr. Bellefeuille to tie things all together.

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“When audiences see François Bellefeuille, they expect to be entertained,” says Fayçal Hajji, president and founder of The Unknown. “They don’t want to see a spokesperson who has a few seconds to pitch a product or service. So when he tackles a subject like home renovations, consumers want it to be done in a way that’s creative and fun. It has to resonate with them and meet their expectations [and] we want them to watch it because they want to, not because they’re forced to.”

According to Louis-Hugo Marchand, creative director and writer on the project, renovations are stressful for anyone, but when they’re compounded by the stress of working from home, things can get really ugly. And Marchand says RenoAssistance wants people to rest easy, knowing their homes are in the hands of verified contractors.

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