Angi Pushes 'Oddly Satisfying' Premise In New Brand Work

Ryan Reynolds’ creative agency Maximum Effort has just debuted a new brand campaign for Angi, the home-services marketplace.

The creative, tagged “Oddly Satisfying” offers three new 30-second spots about home renovation — "Steam Cleaning," "Caulking" and "Painting." All underscore the idea that a feeling of calm ensues when a pro handles a job for you.

Launched a year after rebranding from Angie’s List to Angi, the spots air nationwide across broadcast and OTT channels, as well as streaming video/audio and podcasts.

“We will run for as long as the creative has the intended impact on our brand and acquisition metrics” Angi CMO Dhanusha Sivajee told Agency Daily.



“Our goal with this campaign was to not tell people about the benefit of using Angi, but rather have them feel the benefit for themselves. By leaning into the cultural trend that is “Oddly Satisfying,” we were able to create a compelling video that gives people a true sense of the calm and satisfaction that comes from using Angi for all their home projects,” she adds.

Angihas evolved from being a directory of pros to being a source, both online and through its app.

Sivajee notes the company’s new offerings, Angi Key, a refreshed mobile app, lets homeowners book a professional just like they would get an Uber or order food delivery.

“Our goal at Angi is to be the most helpful community in the world, where we help homeowners love where they live. Our hope is that the campaign reinforces this core desire.”


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