Two video ads for a gutter protection installer

Versmos worked on this one white-label. Salty's Media engaged us and briefed the job; All States Home Improvement, the installing Gutter Cap dealer, was Salty's client. The scripts, the footage library and the brand assets all reached us through Salty's Media, so every reference to the client brief below came down that route.

All States Home Improvement is a family-run remodeling contractor in Wichita, Kansas. They cover bathrooms, kitchens, siding, roofing, windows, doors, decks and gutters, and they sell under the line "Let Our Family Work For Yours."

The product in these ads is Gutter Cap, a factory-direct gutter protection system sold through a dealer network and carrying a transferable lifetime warranty. All States is the installing dealer. That distinction shaped the work: the ads had to sell a national product and a local installer at the same time, without either one swamping the other.

The ask was two direct-response video ads for a homeowner audience, built from scripts the client had already written. The category problem is straightforward and well understood by everyone selling into it: nobody wants to think about gutters. Clogged gutters are invisible until they cause damage to a roof, fascia or foundation, and cleaning them is a chore homeowners postpone rather than solve.

Gutter Cap's own marketing opens on the problem: a photograph of a clogged gutter and the question "do your gutters look like this?" We kept that logic. The ad has to make an ignored problem visible in the first two seconds, then present the cap as the permanent version of a job the viewer is currently doing by hand, badly, once a year.