In collaboration with Molly Maid (Neighborly), Serious Work helped launch their first ever integrated brand campaign leaning into what matters most to today’s homeowners—trust.

The campaign leaned into Molly Maid’s name to create a fun and playful brand world and ambassador. After considering what it means to have a home service professional one can count on as a support system in their busy life, a key insight occurred that became strategic unlock for the campaign and a human truth that will allow the campaign to connect with new and existing customers.

The key insight for this campaign is the qualities one values in the person who cleans their home are the same qualities one values in a good friend. Friends, families, homes, and busy lives—one world felt like a natural fit to bring the character and their stories to life. The TV Sitcom.