DON’T GET IN A FIX OVER HANDYMEN
Mr. Usta’s fake personas play on common frustrations.
“We thought why not create a brand awareness campaign that dramatised common frustrations in a light-hearted way that resonated with consumers,” says Anis Sahyoun, Mr Usta’s CMO. “So we created characters, alluding to be real-life companies, and set up their websites and social media pages and launched their video ads.” Each character tackles a pain point in the service provider industry: Mister Overprice, Mister Maybe and Miss Clueless, for example. Mr Usta’s team was Anis Sahyoun, Rachel Mwakule and Hesham Najiya. The ad was directed by Michael Fillon at Spaceplum.