In the summer of 2026, Thumbtack launched a brand narrative centered on the possibilities of a well cared for home. Where competitors in our category profit from dissatisfaction, Thumbtack would profit from devotion. The team was excited, but our first projects under this narrative had to come to life without a big production budget.

The ask here was a templated CTV spot that could swap in local prices for categories like house cleaning and junk removal across 20 markets. The challenge was breaking away from the sea of same while pulling from the same stock libraries as everyone else. Our answer was to be intentional about what we chose. We looked for moments in the home that felt captured rather than staged, images that read as memories being made, all in service of one idea. You don’t just take care of a house, you devote yourself to your home.

The campaign went to market in November 2026, and we’re looking forward to seeing the results.