The “Don’t Worry. Be Warranty.” campaign evolves from brand awareness to category education, using the iconic “Warrantina” to simplify homeownership.

Company Website: https://www.ahs.com
MEMPHIS, Tenn. -- (Business Wire)

Frontdoor, Inc. (NASDAQ: FTDR), the parent company of American Home Shield, the nation’s leading provider of home warranties, today announced the third year of its “Don’t Worry. Be Warranty.” marketing campaign. The latest iteration reunites American Home Shield with Emmy^®-nominated comedienne Rachel Dratch – bringing back her well-known “Warrantina” character to further educate homeowners and demystify the home warranty category.

Entering its third year, the campaign is moving beyond broad awareness into a deeper phase of homeowner education. By featuring Warrantina across various comedic tropes—from mystical fortune tellers to community theater—the series, directed by Benji Weinstein, aims to dismantle the misconceptions of home protection for a new generation of homeowners.

“A lot of people don’t realize owning a home is basically just waiting for one mysterious, expensive breakdown after another,” said Rachel Dratch. “In our new round of scenes, Warrantina has moved beyond ‘what’s a home warranty?’ to ‘here’s how it actually works.’ We’re using these new scenarios to dispel that sense of worry in the simplest terms, and I’m just happy to be back making sure people don't panic when their water heater decides to retire.”

While iterations of the campaign introduced the "Warrantina" character, this year’s campaign puts the American Home Shield service experience center stage to demonstrate its value in real time. A key focus of this year's storytelling is the “No Matter How Old” assurance—a direct response to the concerns of first-time buyers moving into older homes with inherited appliances.

“By bringing back Warrantina and our partnership with Rachel Dratch for a third year, we’re shifting the conversation from brand recognition to brand utility,” said Kathy Collins, senior vice president and chief revenue officer for Frontdoor, Inc. “This evolution is about proving the value of a home warranty through transparency and tech-enabled solutions that reflect the actual lives of today’s diverse homeowners. We’re not just telling them we have their back; we’re showing them exactly how we do it.”

In a creative shift, one centerpiece spot within the campaign leans into Dratch’s sketch-comedy roots to break the fourth wall. The brand flips the traditional informercial format on its head to visualize the seamless connection to home solutions that the AHS experience provides.

“For Year three, we wanted to subvert the typical 'how-to' and lean into the beautiful chaos of homeownership,” said Leslie Shaffer, chief creative officer at Fallon. “Reuniting Rachel and Director Benji Weinstein allowed us to explore different home stories, including a more ‘meta’ style of comedy—breaking the fourth wall to show exactly how the service works with a wink and a healthy dose of whimsy.”

The “Don’t Worry. Be Warranty.” Year three campaign is currently airing across national broadcast, streaming and digital channels. For more information, visit ahs.com.

About Frontdoor

Frontdoor and its family of brands are on a mission to make life easier for every homeowner through innovative technology and quality customer service. With over 55 years of experience, we are the leading provider of home warranties in the United States, handling approximately 3.8 million service requests for more than 2.1 million members through a network of approximately 17,000 qualified and independent service contractors. We also offer new home builder warranty solutions, which deliver value to both builders and homeowners through a suite of builder warranty products and support services.

Our customizable home warranties are annual service plan agreements that cover the repair or replacement for breakdowns due to normal wear and tear of major components. We cover up to 29 home systems and appliances, including electrical, plumbing, HVAC systems, water heaters, refrigerators, dishwashers and ranges/ovens/cooktops, as well as optional coverages for pools, spas and pumps. Our home warranties provide peace of mind, budget protection, convenience, repair expertise and service guarantee. Our non-warranty services provide homeowners greater value through replacement and upgrade programs, as well as other home maintenance offerings.

Our 2-10 new home builder warranty solutions offer flexible builder‑backed and insurance‑backed warranty options covering workmanship, home distribution systems and structural components.

Frontdoor family of brands include American Home Shield, HSA, OneGuard, Landmark and 2-10 HBW brands. For more information about Frontdoor, Inc., please visit frontdoorhome.com.

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Contacts:

Media:
Alison Bishop
901.701.5198
mediacenter@frontdoorhome.com

Source: American Home Shield