Roofing · Chicago
This is under a roof that looks fine
A shingle lifted, and water running out of the deck underneath it. A study made for a roofing contractor. The second attempt at this category; the first one is described below because it is the more useful half of the story.
A study, made for a category rather than a named business. Client work appears here only once the client has seen it and agreed.
01
The brief
A roof does not look broken until it is far past broken. The homeowner's problem is not that they refuse to spend the money, it is that nothing on the outside tells them the clock is running. The ad's whole job is to show them the inside.
02
The first attempt, and why it failed
We began with a roof edge against an open sky. It is a handsome picture and it scored 2.75 for clarity, with judges returning answers like construction, home improvement, and unclear. A roof photographed from outside is a shape against the sky. It could be siding, solar, gutters, or a house for sale.
03
The picture that worked
A gloved hand lifts one shingle and water comes out of the deck beneath. It is the same roof and the opposite picture. Now the subject is not a building, it is a fault, and a fault has exactly one trade attached to it.
04
The rule it produced
Show the thing the business acts on, not the thing the business owns. A roofer does not act on a roof, they act on the failure inside it. Once we had that sentence, three later categories were composed from it directly instead of by trial.
Measured
What the test said.
Every piece is shown to four different models with the sound off and the captions stripped, and each is asked one question: what is this selling? The numbers below are those answers, including the ones that went against us.
- Category recovered, no captions
- 4 of 4 judges
- Recovered at the plate stage
- 4 of 4
- First attempt, roof edge against sky
- 2.75 clarity, partial recovery
- Motion takes required
- One
Two pictures of the same roof, one of which is unreadable. The difference is not craft or budget, it is which object was allowed to be the subject.
Yours
Get a spot made for your business, free.
Ten seconds, one moment, in your brand, put through the same test as everything above. We make a set number free each month. Tell us what you do and what you would want people to stop on.