How Thumbtack Advertises on Meta

# Ad summary This Thumbtack ad uses the common problem of expensive home remodels to highlight Thumbtack's service for finding lower-priced, highly-rated professionals to complete these projects. The ad features a woman acting as an AI persona and utilizes an outdated bathroom contrasted with an updated one to express that Thumbtack can help find the right professionals for any project. # Brand positioning Thumbtack is presented as a service that knows homes and brings clarity to homeowners. The brand positions itself as a practical solution to the high costs associated with home projects by helping homeowners find and compare local pros' actual charges. The brand takes an authoritative position of knowing homes to bring clarity and real solutions, making it ideal for those who want to remodel or update their homes but are held back by high project costs. # Product Thumbtack is an online service that lets homeowners find and compare top-rated local professionals and their charges to complete home projects. Thumbtack addresses the concerns of high costs, offering real solutions with transparent pricing, allowing customers to see what top-rated pros really charge for their project, from tile to lighting, all before you book. The ad makes it clear that using Thumbtack offers a way to hire the right professional today at a price that you know upfront. # Visual style The ad has a polished and bright aesthetic, showcasing a before-and-after transition of a bathroom remodel. The editing style uses quick cuts to transition between shots and static shots for the AI character. The production quality is high, giving it a commercial feel. # Hooks Spoken: Female 1: Getting a $25,000 quote for a bathroom remodel feels outrageous, right? Text overlay: GETTING A $25,000 QUOTE FOR / A BATHROOM REMODEL / FEELS OUTRAGEOUS, RIGHT? Visual: 00:00–00:04: The shot features a woman, likely in her 30s, fair-skinned, blonde hair, wearing a white button-down shirt. She is indoors, standing in front of an outdated bathroom with tan and brown tiled walls and a shower with a framed glass door. The lighting is bright and even. The camera is static. # Funnel stage Middle of funnel (Consideration) # Pain points The high cost and potential overspending associated with bathroom remodels is the pain point. "Getting a $25,000 quote for a bathroom remodel feels outrageous, right?" # Value propositions - Get real solutions with Thumbtack. - Clarity on how much home projects will cost. - See what top-rated pros really charge for your project. - Compare local pros' actual charges. # Benefits - Thumbtack brings you clarity. - Get real solutions with Thumbtack. # Features - Compare local pros’ actual charges - See what top-rated pros really charge for your project # Call to action Hire the right pro today. # Point of view - Brand 100% – The entire ad is delivered by a spokesperson as the brand’s voice to show and explain the product. # Storyline - 00:00–00:04 The ad opens with a woman in front of an outdated bathroom, expressing that getting a $25,000 quote for a bathroom remodel feels outrageous. The message is to show the potential customer that Thumbtack understands that high remodel quotes are frustrating. - 00:05–00:11 The woman states that she feels the same, but corrects herself by stating that she is an AI and doesn’t shower. This message is to add levity to the spot and acknowledge that Thumbtack knows real homeowners deal with high quotes. - 00:12–00:14 The ad transitions to an updated bathroom. The voiceover and text explain that Thumbtack knows homes and brings you clarity. This is to imply that the brand understands home improvement and can help the customer. - 00:15–00:23 The ad displays multiple areas of the updated bathroom, while explaining that the customer can compare local pros' actual charges, see what top-rated pros really charge for your project, from tile to lighting—all before you book. The message here is to show the customer that Thumbtack offers complete transparency. - 00:23–00:25 The ad returns to the AI character, who concludes by urging the customer to hire the right pro today. This is a final message of encouragement to persuade the customer to use Thumbtack.

# Ad summary This ad encourages viewers to update their bathrooms and not go with the first contractor they find. Instead, they should go to the website advertised and punch in their zip code to find local professionals and multiple quotes in one place. The ad states that this process is free and only takes a few minutes. # Brand positioning The brand is presented as a simple way to find contractors for home improvement projects like bathroom remodels. It positions itself as a time-saving tool for finding local professionals, getting multiple quotes, and reading real reviews. The brand is functional, focusing on simplicity and ease of use. # Product The featured product is a website that helps people find local contractors for home improvement projects. The website allows users to enter their zip code and instantly see local professionals, read real reviews, and get multiple quotes in one place. It is intended for anyone planning a bathroom remodel or similar project. The main USP is that it saves time and money by providing a free, easy-to-use platform to compare contractors and quotes. The ad addresses the purchase barrier of overpaying for home improvement services by emphasizing that prices can vary by thousands of dollars and that the website helps users find the best deal. # Visual style The ad combines UGC-style footage with polished commercial aesthetics. The editing is a mix of static shots and smooth transitions, creating a professional yet approachable feel. The pacing is consistent throughout the ad, maintaining a steady rhythm. # Hooks Spoken: Female 1: Do not hire anybody to remodel your bathroom without watching this first. Text overlay: DO NOT HIRE ANYBODY / TO REMODEL YOUR / BATHROOM WITHOUT / WATCHING THIS FIRST. / IF YOU'RE THINKING ABOUT Visual: 00:00–00:04: A woman with long brown hair, wearing a white blouse, stands in a bathroom with a double vanity, floral curtains, and brass fixtures. She gestures with her hands while speaking directly to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is overpaying for home improvement services and the difficulty in finding reliable contractors. This is signaled when the creator states, 'Prices can vary by thousands of dollars.' # Value propositions - Save time and money by comparing contractors and quotes on one website - Find the best local professionals with real reviews to ensure a quality remodel - The website is free and takes only a few minutes to use, making it a convenient option # Benefits - Find local pros - Read real reviews - Get multiple quotes in one place - It's free - Only takes a few minutes # Features - Local professionals - Real reviews - Multiple quotes # Call to action Tap below and get quotes for your bathroom remodel now. # Point of view - Brand 100% – The entire ad is told from the brand's perspective, with the creator acting as a spokesperson, promoting its benefits and features. # Storyline - 00:00–00:04 The creator stands in a traditional bathroom and warns not to hire anyone to remodel without watching her video. - 00:04–00:12 The creator states that if you're thinking about updating a bathroom, like your vanity, tile, or shower, don't go with the first contractor who gives you a number. - 00:12–00:15 The creator shifts to a bathroom being remodeled and states that prices can vary by thousands of dollars. - 00:15–00:25 The creator offers a solution, which is to use the brand's website to punch in your zip code and instantly see local professionals, real reviews, and multiple quotes in one place. - 00:25–00:31 The creator moves to a shot of a finished bathroom and closes by saying it's free and only takes a few minutes, then ends with the CTA to tap below and get quotes for your bathroom remodel now.

# Ad summary This ad promotes Thumbtack as a solution for finding professionals to help with home projects. The ad features a man struggling with a plumbing project and then hiring a pro from Thumbtack to solve the problem. # Brand positioning Thumbtack is presented as a platform that connects homeowners with qualified professionals for various home improvement and maintenance tasks. The brand aims to occupy the space of a reliable and convenient solution for finding skilled workers, positioning itself as a go-to resource for homeowners who need help with projects they can't or don't want to handle themselves. The brand promotes a hassle-free experience, ensuring that users can easily find and hire trusted professionals to get the job done right. Thumbtack pushes against the norm of DIY struggles and the uncertainty of finding reliable help through traditional methods, offering a functional and efficient solution. # Product Thumbtack is a platform designed to connect homeowners with qualified professionals for various home improvement and maintenance tasks. The platform allows users to find and hire skilled workers for projects they can't or don't want to handle themselves. The ad highlights the convenience and reliability of Thumbtack, showcasing how it solves the problem of finding trusted professionals to get the job done right. The platform addresses the purchase barrier of uncertainty and risk associated with hiring unknown workers, offering a functional and efficient solution for homeowners. # Visual style The ad has a UGC feel with a split-screen format showing different aspects of a plumbing project. The production quality is decent, with clear shots and good lighting. The editing style is simple with static shots and minimal transitions. The pacing is moderate, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:02 I knew installing a new tub would be tricky... Text overlay: 00:00–00:02 I knew installing a new tub would be tricky... Visual: 00:00–00:02 The screen is split into three sections. The top section shows a man in a green hat and glasses installing a showerhead with a drill in a gray-tiled bathroom. The middle section shows a man in a black hat kneeling and working on pipes under a white bathtub, with a toolbox nearby. The bottom section shows a close-up of a hand in a red sleeve using a wrench to tighten a chrome faucet against a gray-tiled wall. The camera is stationary in all sections, providing a clear view of the tasks being performed. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration and challenges of DIY plumbing projects, such as lining up fixtures, potential leaks, and functional problems. "How do I line up the showerhead and the faucet perfectly? What if it leaks behind the wall and I can't see it? Why does the hot water come on when I turn it to cold?" # Value propositions - Hiring a pro on Thumbtack solves plumbing problems. # Benefits - Find a pro on Thumbtack # Features - Platform to hire local professionals # Call to action Hire a plumber for your project. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a homeowner struggling with a DIY plumbing project. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a man narrating that he knew installing a new tub would be tricky. This is conveyed from the man's perspective, setting up the expectation of a challenging DIY project. - 00:02–00:03 00:02–00:03 The man questions if it would be this tricky, expressing surprise and frustration. This is conveyed from the man's perspective, highlighting the unexpected difficulty of the project. - 00:03–00:07 00:03–00:07 The man asks how to line up the showerhead and faucet perfectly, indicating a specific challenge in the installation process. This is conveyed from the man's perspective, emphasizing the precision required for the task. - 00:07–00:10 00:07–00:10 The man worries about potential leaks behind the wall that he can't see, raising concerns about hidden problems. This is conveyed from the man's perspective, highlighting the potential for costly and difficult-to-detect issues. - 00:10–00:13 00:10–00:13 The man expresses confusion about why the hot water comes on when he turns it to cold, indicating a functional problem with the installation. This is conveyed from the man's perspective, emphasizing the frustration of dealing with unexpected malfunctions. - 00:15–00:17 00:15–00:17 The man states that he hired a pro on Thumbtack, presenting the platform as the solution to his plumbing problems. This is conveyed from the man's perspective, positioning Thumbtack as a reliable resource for finding skilled professionals.

# Ad summary A woman shares her experience with kitchen renovations, recommending that viewers shop around with Thumbtack before hiring a contractor. # Brand positioning Thumbtack aims to be the go-to resource for consumers seeking to hire local professionals for home improvement and maintenance projects, distinguishing itself as a transparent and efficient platform that simplifies the process of finding and booking qualified service providers. Thumbtack prioritizes convenience and value, helping users avoid the pitfalls of overpaying or settling for subpar service, and it values the consumer's time and budget, streamlining the process of connecting with reliable professionals in their area. # Product Thumbtack is a platform designed to help users find the right professional for any project at the right price. Thumbtack provides instant access to local pros, offering real reviews and multiple quotes in one place. The service is free and only takes a few minutes to use, ensuring a quick, easy, and efficient way to compare options and make informed decisions. The platform addresses the purchase barrier of overpaying or settling for the first available contractor, offering a comprehensive solution for those looking to update their kitchens or complete other home projects without the hassle of traditional methods. # Visual style The ad has a casual, UGC feel. The video combines static shots with smooth transitions. The kitchen footage appears to be shot with natural light. The pacing is consistent. # Hooks Spoken: 00:00–00:04 Do not hire anybody to remodel your kitchen without watching this first. Text overlay: DO NOT HIRE ANYBODY TO / REMODEL YOUR KITCHEN / WITHOUT / WATCHING THIS FIRST. Visual: 00:00–00:04 A medium shot shows a woman in a gray button-down shirt standing in a kitchen. She has curly hair and is looking directly at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the potential frustration of overpaying for a kitchen remodeling project by not shopping around. # Value propositions - Thumbtack can help you find the right pro for the right price. - Prices can vary by thousands of dollars; use Thumbtack, and you'll instantly see local pros, real reviews, and multiple quotes in one place. It's free and only takes a few minutes. # Benefits - Find the right pro for the right price. - Free and only takes a few minutes. # Features - Instant access to local pros - Real reviews - Multiple quotes in one place # Call to action Tap below and get quotes for your kitchen remodel on Thumbtack now. # Social proof - None used. # Point of view - Customer 100% – The ad is delivered from the perspective of a woman who is sharing her experience and recommendations. # Storyline - 00:00–00:04 00:00–00:04 A woman stands in a kitchen, speaking directly to the camera and advising viewers not to hire anyone to remodel their kitchen without watching the video first. - 00:04–00:07 00:04–00:07 The woman states that Thumbtack can help you find the right pro for the right price. - 00:08–00:14 00:08–00:14 The woman advises viewers to avoid selecting the first contractor who gives them a quote when considering kitchen updates like cabinets, countertops, or appliances. - 00:15–00:24 00:15–00:24 A time lapse of a kitchen being remodeled is shown, and the woman explains that prices can vary by thousands of dollars. She encourages viewers to use Thumbtack, where they can instantly see local pros, real reviews, and multiple quotes in one place. - 00:24–00:29 00:24–00:29 Footage of a completed kitchen is shown, and the woman states that using Thumbtack is free and only takes a few minutes. - 00:30–00:34 00:30–00:34 The woman prompts viewers to tap below and get quotes for kitchen remodeling on Thumbtack now.

# Ad summary This ad employs a humorous approach to highlight the challenge of finding reliable home service professionals and presents Thumbtack as the solution. It uses relatable scenarios and comedic exchanges between characters to resonate with a broad audience and position Thumbtack as a solution. # Brand positioning Thumbtack is presented as a platform that connects homeowners with reliable professionals for various home services. The brand is positioned as a solution to the common frustration of finding trustworthy and skilled service providers, contrasting it with unreliable DIY advice or unqualified acquaintances. Thumbtack is positioned as a convenient and dependable resource for finding the right professional for any home project. # Product Thumbtack is a digital platform designed to connect homeowners with qualified and vetted professionals for a wide range of home services. The ad addresses the pain point of finding reliable help for home projects. Thumbtack offers access to qualified and licensed professionals, ensuring that users receive quality service from individuals with the necessary expertise. The platform aims to streamline the process of hiring home service providers, offering a convenient and trustworthy solution for homeowners seeking assistance with their projects. # Visual style The ad has a casual, UGC-feel with simple editing and quick cuts, which creates a sense of authenticity and relatability. The visuals are brightly lit and clearly framed, with each shot focusing on the speaker and their immediate environment. The pacing is moderate, with cuts timed to the rhythm of the dialogue, enhancing the comedic effect. # Hooks Spoken: 00:00–00:02 Hey, y'all, it's me again. I need some help. Text overlay: 00:00–00:06 The Parent Group Chat: Bathroom Remodel / 00:01–00:02 it's me again. / 00:02–00:03 I need some help. Visual: 00:00–00:03 A man stands in his bathroom while looking at his phone, wearing a black shirt and silver watch. A white wall with a towel rack is in the background, and there is a towel hung on the rack. # Funnel stage Middle of funnel (Consideration) # Pain points The most central frustration is the difficulty of finding reliable and qualified professionals for home services. This is signaled by the character's exasperation with relying on the advice of friends or acquaintances who suggest DIY solutions or unqualified individuals: "Does anyone know someone who can remodel a bathroom? These kids are sharing one sink right now, and it's, it's not going well." # Value propositions - Thumbtack offers access to qualified and licensed professionals, ensuring that users receive quality service from individuals with the necessary expertise. # Benefits - Qualified and licensed professionals - Ensure users receive quality service from individuals with the necessary expertise - Streamline the process of hiring home service providers - Convenient and trustworthy solution for homeowners seeking assistance with their projects # Features - Digital platform connects homeowners with qualified and vetted professionals - Wide range of home services # Call to action Just use Thumbtack. # Point of view - Customer 80% – A real user of the product conveys his point of view through a casual tone and conversational delivery. - Brand 20% – The brand’s official voice is heard through scripted lines at the end. # Storyline - 00:00–00:09 00:00–00:09 A man stands in his bathroom, looking at his phone and complaining about how his kids sharing one sink is not working out and he needs to remodel the bathroom. The message is to introduce a relatable problem and set the stage for a solution. The perspective is from the man experiencing frustration and seeking help. The tone is casual and humorous. - 00:09–00:16 00:09–00:16 Another man is in bed and responds to the first man saying he should just watch a DIY tutorial because tearing out the old sink and installing a double vanity is not too hard. The message is to mock bad advice from an acquaintance who recommends DIY as a solution. The perspective is from a man who is casually responding from bed with a sarcastic tone. - 00:16–00:25 00:16–00:25 A man in a floral pajama set and shower cap then says that the first man's nephew is really handy, but not a licensed plumber. The message is to present another unreliable suggestion. The perspective is from a man giving an unreliable recommendation, undermining his suggestion through humor. - 00:25–00:32 00:25–00:32 A man is cooking in the kitchen and responds to the man that he does not have any remodel recommendations, but he knows a guy selling steaks out of his garage. The message is to provide another sarcastic and ridiculous suggestion for help. The perspective is from a man cooking in the kitchen, offering an absurd alternative. - 00:32–00:33 00:32–00:33 The initial man from the beginning looks at his phone and says to just use Thumbtack. The message is to present Thumbtack as the ideal solution that is contrary to previous advice. The perspective is from the man who was asking for help, now providing the real solution. - 00:34–00:37 00:34–00:37 Text appears that says, "The group chat has opinions. Hire a pro who knows." before showing the Thumbtack logo. The message is to illustrate the reliability of hiring Thumbtack pros vs. suggestions from the group chat. The perspective is from the brand.

# Ad summary This ad highlights the importance of shopping around for the best prices when looking for a contractor to remodel your kitchen. It uses the presenter's direct experience as a hook and promotes a website that allows users to easily compare local pros, reviews, and quotes to ensure they get the best deal. The ad ends with a direct call to action, encouraging viewers to tap below and get quotes for kitchen remodeling. # Brand positioning The brand presented in the ad seems to be a service or platform that helps homeowners find and compare local professionals for home remodeling projects, specifically kitchen remodeling. The brand aligns itself with the values of saving money and making informed decisions, positioning itself as a tool to avoid overpaying for contractor services. The brand also promotes an emotional benefit of feeling confident in your remodeling decisions. The positioning is functional, emphasizing simplicity and performance, allowing users to easily access multiple quotes in one place and thus aims to occupy the space of a reliable resource for homeowners seeking affordable and trustworthy contractors. # Product The product featured is a website or online platform designed to streamline the process of finding and comparing local professionals for kitchen remodeling projects. Users can enter their zip code on the site to instantly see local pros with real reviews and multiple quotes in one place. It addresses the purchase barrier of overpaying for contractor services by providing a tool to shop around and compare prices, thus promoting the value of convenience. The ad tells the viewer that the product is worth trying because it is free, only takes a few minutes to use, and empowers them to make informed decisions, saving them potentially thousands of dollars. This tool is for anyone who is considering updating their kitchen cabinets, countertops, or appliances and wants to find local professionals and view prices. # Visual style The ad has a polished, commercial aesthetic with bright, natural lighting. It combines direct address with before-and-after shots to emphasize the value proposition. The editing rhythm is moderate, with smooth transitions between shots to maintain a consistent flow. The production quality appears high, giving a professional feel. The pacing is consistent throughout the ad, creating a sense of trust and credibility. # Hooks Spoken: 00:00–00:04: Do not hire anybody to remodel your kitchen without watching this first. Text overlay: 00:00–00:04: DO NOT HIRE ANYBODY TO REMODEL YOUR KITCHEN WITHOUT / 00:02–00:04: WATCHING THIS FIRST. Visual: 00:00–00:04: The woman stands in a kitchen with white walls and light wood cabinets. In the background is a window and a table with chairs. She is wearing a collared gray shirt. The shot is medium framed. # Funnel stage Middle of funnel (Consideration) # Pain points The primary pain point is the risk of overpaying for kitchen remodeling services by hiring the first contractor without comparing prices. # Value propositions - Save potentially thousands of dollars by comparing prices on kitchen remodeling projects. - Find local pros, real reviews, and multiple quotes in one place. # Benefits - Save money on kitchen remodeling. - Make informed decisions. - Find trustworthy contractors. # Features - Compares local pros. - Displays real reviews. - Shows multiple quotes in one place. # Call to action Tap below and get quotes for kitchen remodel now. # Point of view - Customer 95% – The majority of the video is told from the perspective of a woman presenting herself as a knowledgeable customer, sharing advice based on her experience. - Brand 5% – The brand's perspective is present via the on-screen text overlays and the final call to action. # Storyline - 00:00–00:03 The ad begins with a woman standing in a kitchen, directly addressing the viewer. - 00:00–00:03 The woman warns viewers not to hire anyone to remodel their kitchen without watching her video first, immediately creating a sense of urgency and intrigue. She establishes herself as someone with valuable information to share, speaking from a position of authority. - 00:04–00:14 The woman explains that if the viewer is thinking about updating their kitchen, such as their cabinets, countertops, or appliances, that they should not go with the first contractor who gives you a number. She notes that prices can vary by thousands of dollars. - 00:10–00:14 This moment transitions into a shot of a kitchen during renovation, providing visual context for the topic at hand and reinforcing the importance of her advice. This moment highlights the risk of not comparing prices and potentially overpaying. - 00:14–00:24 She states that you can use this site to punch in your zip code, and you'll instantly see local pros, real reviews, and multiple quotes in one place. The woman presents a solution to the problem she previously highlighted. - 00:20–00:24 The ad cuts to a shot of a fully remodeled kitchen, showcasing the potential outcome of using the service. This serves as a visual testimonial to the service's effectiveness. - 00:24–00:25 The woman states that it's free and only takes a few minutes. - 00:24–00:25 This emphasizes the ease and accessibility of the service, further reducing any barriers to adoption. - 00:26–00:30 The ad finishes with a call to action to tap below and get quotes for kitchen remodel now, encouraging immediate engagement and conversion.

# Ad summary This ad promotes Thumbtack as a service to compare quotes from local kitchen remodelers. The ad shows old and renovated kitchens to highlight the value of using Thumbtack. # Brand positioning Thumbtack is presented as a solution for homeowners seeking clarity and confidence in home improvement projects, particularly kitchen remodels. The brand positions itself as a knowledgeable resource in the home improvement space, contrasting the uncertainty and high costs often associated with such projects. Thumbtack aims to empower homeowners by providing transparent pricing and access to qualified professionals, ultimately facilitating informed decision-making and successful renovations. # Product Thumbtack is an online platform designed to simplify the process of hiring local professionals for home improvement projects, specifically kitchen remodels in this ad. Thumbtack allows users to compare quotes from local kitchen remodelers, view real prices, and examine pros' past work. The service aims to provide transparency and options tailored to the user's budget, enabling a clear picture of options and pricing. Thumbtack seeks to reduce uncertainty and instill confidence in homeowners undertaking renovation projects, facilitating informed decisions and successful project outcomes. # Visual style The ad has a polished commercial aesthetic, with clean shots of kitchens and a consistent color palette. The editing style features quick cuts and smooth transitions, maintaining a moderate pace throughout the video. The visuals and audio are synced, with cuts timed to music beats and voiceover lines. The production quality is high-end, contributing to a professional and trustworthy tone. # Hooks Spoken: 00:00–00:02: What does a typical kitchen remodel cost? Text overlay: 00:00–00:02: WHAT DOES A TYPICAL KITCHEN REMODEL COST? Visual: 00:00–00:02: A man in a green hoodie stands in front of dark wood cabinets in a kitchen and looks directly at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point highlighted in the ad is the high cost and uncertainty associated with kitchen remodels. Many customers worry that they will be charged too much for kitchen renovations, or that they won't have clarity into what projects cost. As quoted in the ad, "A $100,000 quote can really make you question what's really normal." # Value propositions - Real prices tailored to your budget: Thumbtack offers visibility into actual costs, ensuring users can find options that fit their financial plans. - Clarity and confidence in decision-making: By providing comprehensive information and transparent pricing, Thumbtack helps users feel secure and informed when choosing a kitchen remodeler. # Benefits - Tailored to your budget - Get a clear picture of options and pricing - Move from uncertainty to confidence # Features - Compare quotes from local kitchen remodelers - See real prices and pros' past work # Call to action Hire the right pro today. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, using scripted lines and product claims to promote Thumbtack's services. # Storyline - 00:00–00:02 The ad starts with a man asking what a typical kitchen remodel costs to introduce the topic. - 00:02–00:06 The ad uses a shot of an old kitchen along with text overlay stating that a $100,000 quote can really make you question what's normal to call out the high price of kitchen remodels. - 00:06–00:08 The man states that "we know homes and we bring clarity" to introduce Thumbtack as a solution. - 00:08–00:11 The ad uses a shot of an old kitchen and a kitchen in the process of being remodeled to support the man's claim about Thumbtack. - 00:08–00:11 The man's voiceover states that with Thumbtack you can "easily compare quotes from local kitchen remodelers" to continue explaining the solution the platform provides. - 00:12–00:20 The ad uses shots of kitchens in the process of being remodeled and a shot of a new kitchen to show examples of remodel jobs. - 00:12–00:19 The man's voiceover states that "you'll see real prices and pros past work tailored to your budget" and "get a clear picture of options and pricing" to highlight the value proposition of Thumbtack. - 00:19–00:20 The man states that you can "move from uncertainty to confidence" to continue explaining the value proposition of the platform. - 00:21–00:23 The ad returns to the man who says to "start with Thumbtack" and "hire the right pro today" to provide a clear call to action. - 00:24–00:27 The ad ends on the Thumbtack logo and tagline: "we know homes."

# Ad summary This ad promotes Thumbtack as a platform for finding and hiring local professionals for home improvement projects, specifically bathroom remodels. The ad begins with a man speaking directly to the camera, asking if the viewer has ever received an outrageous quote for a bathroom remodel. It then transitions to visuals of outdated bathrooms, followed by images of newly remodeled bathrooms, emphasizing the importance of comparing actual quotes from local pros on Thumbtack to avoid surprises. # Brand positioning Thumbtack is presented as a helpful platform that simplifies the process of finding and hiring local professionals for home projects. The brand positions itself as understanding homeowners' frustrations with unexpected costs and the importance of transparency in pricing. By offering a platform to compare quotes and view past work, Thumbtack empowers users to make informed decisions, aligning with a value of customer confidence. This positions them against the traditional, opaque process of hiring contractors and aims to alleviate the stress associated with home renovations. # Product Thumbtack is a platform that allows users to compare actual quotes from local pros for home projects. It addresses the pain point of receiving unexpected high quotes for bathroom remodels by offering a transparent way to see realistic prices. Thumbtack's USP is to provide confidence and avoid surprises by allowing users to check reviews, browse past work, and hire the right pro for their needs. The platform covers projects ranging from new tile to modern vanities, suggesting a comprehensive range of services available. The product is worth trying or buying because it empowers users to gain control over their home projects, ensure fair pricing, and find reliable professionals. # Visual style The ad combines a UGC-style opening with polished visuals of remodeled bathrooms. The editing style includes quick cuts to transition between shots, creating a sense of dynamism and showcasing various stages and styles of bathroom renovations. The production quality is a hybrid, starting with a casual, personal feel and transitioning to higher-end visuals to demonstrate the potential results. The pacing is moderate, allowing viewers to absorb the information while maintaining interest. The audio-visual sync is generally good, with text overlays timed to emphasize key points and visual transitions aligned with the voiceover. # Hooks Spoken: Male 1: Ever get a bathroom remodel quote that feels outrageous? Text overlay: EVER GET A BATHROOM REMODEL / QUOTE THAT FEELS / OUTRAGEOUS? Visual: 00:00–00:03: A medium close-up shot of a man with a beard and a baseball cap, wearing a red and black plaid shirt over a blue t-shirt, standing in a bathroom. He looks directly at the camera and speaks with an inquisitive expression. The bathroom has white tiled walls, a standard white bathtub with a shower curtain, and a brown tiled floor. The lighting is bright and even. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is receiving unexpectedly high or 'outrageous' quotes for bathroom remodel projects. # Value propositions - Transparency in pricing for bathroom remodels to help homeowners avoid unexpected costs. - Ability to compare quotes, check reviews, and browse past work enables informed hiring decisions and reduces the risk of hiring the wrong pro. # Benefits - See realistic prices for your project. - Gain confidence. - Avoid surprises. # Features - Compare actual quotes from local pros. - Check reviews - Browse past work. # Call to action Check reviews, browse past work, and hire the right pro today with Thumbtack. # Point of view - Customer 15% – The ad starts with a man speaking in a casual, friendly tone, implying he is a customer of the service. - Brand 85% – The majority of the ad relays information and promotes the platform from the official voice of Thumbtack. # Storyline - 00:00–00:03 The ad opens with a man speaking directly to the camera, posing a question about outrageous bathroom remodel quotes. - 00:00–00:03 The man's question and tone are intended to resonate with viewers who have experienced the frustration of receiving unexpectedly high quotes, creating an immediate connection and setting up the problem that Thumbtack solves. The audience is experiencing the question from the perspective of the man who is asking. - 00:03–00:07 Following the question, the ad asserts that 'we know homes, and we know those surprises aren't fun,' positioning Thumbtack as an understanding and empathetic brand. The ad's perspective shifts to the Brand, emphasizing its experience and reliability. - 00:07–00:10 Continuing from the Brand's perspective, the ad introduces Thumbtack as the solution: 'On Thumbtack, compare actual quotes from local pros.' The message is clear and direct, conveying the core benefit of the platform. - 00:10–00:15 The ad shifts to visuals showcasing the range of bathroom remodeling projects, reinforced by the statement 'See realistic prices for your project—from new tile to a modern vanity.' This segment is told from the Brand's perspective. The visuals and language aim to highlight the platform's versatility and relevance. - 00:15–00:17 The Brand asserts the value proposition, stating, 'Gain confidence, avoid surprises,' emphasizing the emotional benefit of using Thumbtack. - 00:17–00:20 The Brand provides specific actions to take on the platform: 'Check reviews, browse past work.' This is a call-to-action, telling viewers exactly how to use Thumbtack to ensure a positive outcome. - 00:20–00:27 The ad concludes with 'and hire the right pro today with Thumbtack,' reinforcing the platform's purpose and adding a sense of urgency. The final frame displays the Thumbtack logo and tagline: 'Thumbtack. We know homes.' to solidify brand recognition.

# Ad summary This ad for Thumbtack features a man in a circular frame who is looking for a backsplash for his kitchen. He is overwhelmed by the different types of tile and patterns, and realizes he needs to hire someone who knows what they are doing. The ad ends with a call to action to hire the right pro today. # Brand positioning Thumbtack is presented as a service that connects customers with qualified professionals for home improvement projects. The brand aims to occupy the space of a reliable and convenient solution for homeowners who need help with tasks they can't or don't want to do themselves. The brand aligns with values of expertise, convenience, and problem-solving, positioning itself as a go-to resource for finding the right professional for any home project. Thumbtack pushes against the norm of DIY home improvement by offering a simple way to find and hire experienced pros, emphasizing the ease and peace of mind that comes with professional help. The brand positioning is both functional (providing access to skilled professionals) and emotional (offering relief from the stress and complexity of home improvement projects). # Product Thumbtack is a service that connects homeowners with qualified professionals for various home improvement and maintenance tasks. The service works by allowing users to search for and hire professionals for specific projects, such as installing a kitchen backsplash. The ad highlights the convenience and expertise that Thumbtack offers, addressing the common frustration of being overwhelmed by the complexities of home improvement projects. The service is for anyone who needs help with home improvement tasks, particularly those who are not confident in their DIY skills or simply prefer to hire a professional. The ad emphasizes that Thumbtack's pros have the knowledge and experience to handle any project, providing peace of mind and ensuring a job well done. The ad tells the viewer that Thumbtack is worth trying because it simplifies the process of finding and hiring reliable professionals, saving time and reducing stress. # Visual style The ad has a UGC feel with a circular frame in the upper left corner showing a man speaking. The editing style is quick cuts, and the production quality is a hybrid of UGC and polished commercial. The pacing is consistent, and the cuts are timed to the voiceover lines. # Hooks Spoken: 00:00–00:04 I just want a backsplash that makes the kitchen feel finished, you know? Text overlay: 00:00–00:04 I just want a backsplash that makes the kitchen feel finished, you know? Visual: 00:00–00:04 A close-up shot of a hand holding a sample of backsplash tiles. The background is blurred. A circular frame in the upper left corner shows a man with short brown hair, wearing a white shirt. He is speaking. Text overlay: I just want a backsplash that makes the kitchen feel finished, you know? # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of being overwhelmed by the complexities of home improvement projects, specifically choosing a kitchen backsplash. "But then I started looking at tile and wow." # Value propositions - Thumbtack pros have the knowledge and experience to handle any project, providing peace of mind and ensuring a job well done. - Thumbtack simplifies the process of finding and hiring reliable professionals, saving time and reducing stress. # Benefits - Simplifies the process of finding and hiring reliable professionals - Saves time and reduces stress - Ensures a job well done - Provides peace of mind # Features - Connects homeowners with qualified professionals - Pros have the knowledge and experience to handle any project # Call to action Hire the right one today. # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is overwhelmed by the process of choosing a backsplash. # Storyline - 00:00–00:04 00:00–00:04 The man in the circular frame says he wants a backsplash that makes the kitchen feel finished. This is conveying the desire for a completed and aesthetically pleasing kitchen. - 00:05–00:07 00:05–00:07 The man in the circular frame says he started looking at tile and wow. This is conveying the realization that there are many options and it can be overwhelming. - 00:08–00:11 00:08–00:11 The man in the circular frame says ceramic, porcelain, clay, which one do I choose? This is conveying the confusion and difficulty in choosing the right material. - 00:12–00:15 00:12–00:15 The man in the circular frame asks which is more durable, which is easier to clean? This is conveying the need for practical considerations when choosing tile. - 00:16–00:20 00:16–00:20 The man in the circular frame says don't even get me started on patterns, I thought herringbone was a fish. This is conveying the overwhelming nature of the choices and the lack of knowledge about design terms. - 00:21–00:23 00:21–00:23 The man in the circular frame says at this point I just need to hire someone who knows. This is conveying the realization that professional help is needed. - 00:24–00:25 00:24–00:25 The text overlay says our pros know, hire the right one today. This is conveying the solution that Thumbtack offers.

# Ad summary This ad promotes Thumbtack by showcasing a common problem with kitchen counter installation to demonstrate the value of hiring a pro to do it right. # Brand positioning Thumbtack positions itself as a user-friendly platform for easily finding and hiring qualified home service professionals. The brand aims to occupy the space of a convenient and reliable resource for homeowners, promoting the value of expertise and quality workmanship. Thumbtack challenges the DIY approach by highlighting the potential pitfalls of home improvement projects, suggesting that some tasks are best left to experienced professionals. The brand positioning is functional, focusing on providing access to skilled tradespeople and ensuring a job well done. # Product Thumbtack is presented as a platform that connects homeowners with qualified professionals for home service projects, particularly countertop installation. The ad aims to address the potential issues that homeowners might encounter when installing kitchen countertops themselves, such as uneven cabinets, visible seams, and sink cutout errors. The app promises to help users avoid these problems by providing access to experienced and reliable professionals. Thumbtack is for anyone who wants to ensure a high-quality installation and avoid the frustrations and potential costs associated with DIY projects gone wrong. The ad is telling the viewer that by using Thumbtack, they can hire a countertop pro for their project. # Visual style The ad features a mix of close-up shots and medium shots to highlight the precision and potential difficulties of countertop installation. The editing style includes quick cuts and jump cuts, but no transitions. The production quality is a hybrid between UGC and a polished commercial, giving it a feel that aligns with platform native behaviors. The music is upbeat and energetic, creating a sense of urgency and excitement. # Hooks Spoken: 00:00–00:04 Installing new kitchen counters is just dropping them into place, right? Text overlay: 00:00–00:04 Installing new kitchen counters is just dropping them into place, right? Visual: 00:00–00:01 The scene is a split-screen of three simultaneous clips. The top clip shows a close up of a man's hands using a tape measure on a gray and white countertop, the sink basin removed. The middle clip shows a medium shot of a kitchen countertop, backsplash, and electric stovetop with green laser grid lines projected onto it. In the bottom clip, a man wearing tan gloves is holding a white countertop above a navy blue cabinet set. / 00:01–00:02 The scene is a split-screen of three simultaneous clips. The top clip shows a close up of a man's hands pulling a tape measure from its case. The middle clip shows a medium shot of a kitchen countertop, backsplash, and electric stovetop with green laser grid lines projected onto it. A yellow level and an orange power drill sit on the counter. In the bottom clip, a man wearing tan gloves is holding a white countertop above a navy blue cabinet set. / 00:02–00:03 The scene is a split-screen of three simultaneous clips. The top clip shows a close up of a man's hands pulling a tape measure from its case. The middle clip shows a medium shot of a man wearing white gloves using a tape measure on a kitchen countertop, backsplash, and electric stovetop with green laser grid lines projected onto it. A yellow level and an orange power drill sit on the counter. In the bottom clip, a man wearing tan gloves is holding a white countertop above a navy blue cabinet set. / 00:03–00:04 The scene is a split-screen of three simultaneous clips. The top clip shows a close up of a man's hands pulling a tape measure from its case. The middle clip shows a medium shot of a man wearing white gloves using a tape measure on a kitchen countertop, backsplash, and electric stovetop with green laser grid lines projected onto it. A yellow level and an orange power drill sit on the counter. In the bottom clip, a man wearing tan gloves is holding a white countertop above a navy blue cabinet set. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the potential difficulties and common errors that can occur during kitchen countertop installation, particularly for those attempting it themselves. "Installing new kitchen counters is just dropping them into place, right?" # Value propositions - Thumbtack provides access to experienced and reliable professionals, ensuring a high-quality installation and avoiding frustrations and potential costs associated with DIY projects. # Benefits - The app promises to help users avoid these problems by providing access to experienced and reliable professionals. - Thumbtack is for anyone who wants to ensure a high-quality installation and avoid the frustrations and potential costs associated with DIY projects gone wrong. # Features - Thumbtack: Hire a countertop pro for your project. - Thumbtack: We know homes. # Call to action Hire a countertop pro for your project. # Social proof - "So that's why I hired a pro on Thumbtack." # Point of view - Brand 100% – The entire ad uses the brand's official voice to highlight the value of using its platform. # Storyline - 00:00–00:04 00:00–00:04 In a montage of three split-screen clips, the speaker asks the question, "Installing new kitchen counters is just dropping them into place, right?" - 00:04–00:05 00:04–00:05 The speaker then answers their own question, stating, "Wrong." - 00:05–00:15 00:05–00:15 A continuation of the previous split-screen, the speaker asks a series of rhetorical questions about the potential pitfalls of installing a kitchen countertop yourself, stating, "What if the cabinets underneath aren't even? How do you make the seams disappear? And what happens if the sink cutout is even a fraction of an inch off?" - 00:15–00:18 00:15–00:18 A continuation of the previous split-screen, the speaker states, "So that's why I hired a pro on Thumbtack." - 00:18–00:20 00:18–00:20 The screen turns to a white text overlay that reads, "Hire a countertop pro for your project." - 00:20–00:23 00:20–00:23 The screen shows the Thumbtack logo and slogan, "We know homes."

# Ad summary This ad promotes Thumbtack, a service for hiring home service professionals. A woman shares her experience using Thumbtack to hire an electrician after her bathroom light fixture fried the electrical wiring. She emphasizes the Thumbtack Guarantee, which provides peace of mind that the job will be done correctly and that Thumbtack will make it right if something goes wrong. The ad concludes with a shot of her updated bathroom and a call to action to hire with confidence using the Thumbtack Guarantee. # Brand positioning Thumbtack is presented as a reliable platform for hiring home service professionals. The brand aims to occupy the space of a trusted partner that ensures quality and customer satisfaction. Thumbtack promotes a sense of security and peace of mind by offering a guarantee that protects customers if anything goes wrong with the hired professional's work. The brand positions itself as a solution to the common anxieties associated with hiring contractors, emphasizing reliability and support. # Product Thumbtack is a platform that connects users with home service professionals. It allows users to find, book, and manage professionals for various home projects. The platform offers a guarantee that ensures the quality of the work performed. If something goes wrong, Thumbtack promises to make it right, providing users with peace of mind. The platform addresses the purchase barrier of uncertainty and risk associated with hiring professionals by offering a safety net. The ad highlights the ease of finding and hiring professionals through the app, as well as the added security of the Thumbtack Guarantee. # Visual style The ad has a polished, commercial aesthetic with a blend of UGC-style footage and professional shots. The editing style includes quick cuts and smooth transitions. The production quality is high, giving the ad a clean and trustworthy feel. The pacing is consistent, with cuts timed to the voiceover. The visual motifs include shots of the bathroom before and after the repair, as well as close-ups of the Thumbtack app interface. # Hooks Spoken: 00:00–00:05 Female 1: When you hire a pro to fix something in your home, you want to make sure everything goes smoothly and you're protected if anything goes wrong. Text overlay: 00:00–00:05 When you hire a pro to fix something in your home, / 00:00–00:05 you want to make sure everything goes smoothly / 00:00–00:05 and you're protected if anything goes wrong. Visual: 00:00–00:05 A man wearing a black baseball cap and a gray long-sleeve shirt is shown from a low angle, working on a light fixture in a bathroom. The bathroom has two mirrors with gold trim and a light gray wall. The man is using a flashlight to illuminate the area he is working on. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration and anxiety of hiring a professional for home repairs and the risk of something going wrong. The customer states, "When you hire a pro to fix something in your home, you want to make sure everything goes smoothly and you're protected if anything goes wrong." # Value propositions - Thumbtack Guarantee: Every project I hire a pro for is backed by their Thumbtack Guarantee - Peace of mind: which gives me peace of mind that if something goes wrong, I'm not on my own. - Thumbtack will make it right. # Benefits - Peace of mind - Protection if something goes wrong - Ensured quality of work # Features - Thumbtack Guarantee # Call to action Hire with confidence with the Thumbtack Guarantee. # Social proof - "The electrician I hired was amazing" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience with Thumbtack. # Storyline - 00:00–00:05 00:00–00:05 When you hire a pro to fix something in your home, you want to make sure everything goes smoothly and you're protected if anything goes wrong. - 00:05–00:10 00:05–00:10 So last week, my old light fixtures completely fried the electrical wiring in my bathroom. - 00:10–00:16 00:10–00:16 Since this job was more than just switching out a light bulb, and it required new wiring to be installed, I wanted the reassurance that it would get fixed correctly. - 00:17–00:19 00:17–00:19 That's why I booked through Thumbtack. - 00:19–00:23 00:19–00:23 Every project I hire a pro for is backed by their Thumbtack Guarantee, - 00:23–00:26 00:23–00:26 which gives me peace of mind that if something goes wrong, I'm not on my own. - 00:26–00:27 00:26–00:27 Thumbtack will make it right. - 00:28–00:31 00:28–00:31 The electrician I hired was amazing, and now I have this beautiful bathroom glow-up.

# Ad summary This ad for Thumbtack uses a split screen to show the before and after of a bathroom renovation. The ad highlights the difficulties of doing a bathroom renovation and suggests hiring a pro on Thumbtack to help. # Brand positioning Thumbtack is presented as a solution for homeowners who want to complete home improvement projects but lack the time, skills, or patience to do it themselves. The brand positions itself as a reliable platform for finding qualified professionals to handle various home-related tasks, from tiling and painting to plumbing and electrical work. Thumbtack aims to occupy the space of a convenient and trustworthy resource for homeowners, offering a way to avoid the stress and frustration of DIY projects by connecting them with experienced professionals who can get the job done right. # Product Thumbtack is a platform that connects homeowners with qualified professionals for various home improvement and maintenance tasks. It offers a convenient way to find and hire pros for projects like tiling, painting, plumbing, and electrical work. The platform addresses the common pain points of DIY projects, such as the difficulty of achieving professional-quality results and the time and effort required. Thumbtack aims to make home improvement easier and less stressful by providing access to experienced professionals who can handle these tasks efficiently and effectively. # Visual style The ad has a UGC feel, with a split screen showing various stages of a bathroom renovation. The editing is quick, with cuts timed to the music beats. The overall aesthetic is clean and modern. # Hooks Spoken: 00:00–00:03: Ever start a bathroom reno thinking it was just one project? Text overlay: 00:00–00:03: Ever start a bathroom reno thinking it was just one project? Visual: 00:00–00:04: A split screen shows three different bathroom renovation projects. The top screen shows a person tiling a wall. The middle screen shows a person painting a wall. The bottom screen shows a person installing a shower head. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the difficulties of DIY bathroom renovations, such as getting the tile straight, the paint smooth, the showerhead hooked up, and the plumbing sealed just right. The ad asks, "And how do people juggle all of this without losing their minds?" # Value propositions - Avoid the stress and frustration of DIY projects - Get the job done right with experienced professionals - Save time and effort by hiring a pro # Benefits - Makes home improvement easier and less stressful - Provides access to experienced professionals - Helps achieve professional-quality results # Features - Connects homeowners with qualified professionals - Offers a convenient way to find and hire pros - Helps with projects like tiling, painting, plumbing, and electrical work # Call to action Hire pros for all your bathroom projects. # Point of view - Customer 100% – The ad is told from the perspective of a homeowner who has experienced the challenges of DIY renovations and found a solution in Thumbtack. # Storyline - 00:00–00:12 The ad opens with a split screen showing various stages of a bathroom renovation, including tiling, painting, and plumbing. - 00:00–00:03 The voiceover asks if the viewer has ever started a bathroom renovation thinking it was just one project, highlighting the common experience of DIY projects becoming more complex than initially anticipated. - 00:03–00:16 The voiceover continues by asking how people manage to juggle all the tasks involved in a renovation without losing their minds, emphasizing the stress and challenges of DIY projects. - 00:16–00:18 The voiceover reveals that the speaker hired a pro on Thumbtack, presenting the platform as a solution to the difficulties of DIY renovations. - 00:18–00:23 The ad concludes with a call to action to hire pros for all bathroom projects, reinforcing the message that Thumbtack can help with any home improvement task.

# Ad summary This ad uses a split screen to show the challenges of tiling a bathroom and then promotes Thumbtack as a solution to hire a professional. # Brand positioning Thumbtack is presented as a platform that connects users with qualified professionals for home projects. The brand aims to occupy the space of a reliable and convenient solution for finding skilled labor, positioning itself as a go-to resource for homeowners seeking assistance with various tasks. The brand aligns with values of convenience, expertise, and problem-solving, promoting a hassle-free approach to home improvement. Thumbtack pushes against the norm of DIY struggles and unreliable service providers, offering a functional solution that simplifies the process of hiring professionals. # Product Thumbtack is a platform that connects users with qualified professionals for home projects. It addresses the common pain points of DIY projects, such as difficulty with specific tasks, ensuring quality workmanship, and avoiding potential mistakes. The ad highlights the convenience of using Thumbtack to find and hire skilled professionals, emphasizing the ease of solving home improvement challenges. The platform is for anyone who wants to hire a professional for their home project. # Visual style The ad has a UGC feel, with a split screen showing the tiling projects in progress. The editing style is simple, with static shots and smooth transitions. The production quality is polished, with clear visuals and professional-looking text overlays. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:03: Tiling a bathroom doesn't feel complicated... Text overlay: 00:00–00:03: Tiling a bathroom doesn't feel complicated... (Caption) Visual: 00:00–00:02: A split screen shows three different tiling projects in progress. The top panel shows a hand using a red and blue tool to apply grout to white subway tiles. The middle panel shows a hand using a trowel to apply grout to a white wall. The bottom panel shows a hand placing gray hexagon tiles on a wall. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration and challenges of DIY tiling projects, such as difficulty keeping lines straight, mixing grout correctly, and the potential for one crooked tile to ruin the entire project. # Value propositions - Thumbtack offers a convenient and reliable solution for finding skilled professionals for home projects, addressing the challenges and frustrations of DIY attempts. # Benefits - Solves the challenges of DIY projects - Ensures quality workmanship - Avoids potential mistakes - Provides a convenient way to find and hire skilled professionals # Features - Connects users with qualified professionals for home projects # Call to action Hire a tiling pro for your project. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is struggling with a DIY tiling project. # Storyline - 00:00–00:02 The ad opens with a split screen showing the process of tiling a bathroom. - 00:00–00:02 The narrator states that tiling a bathroom doesn't feel complicated, setting up a sense of initial ease. - 00:02–00:17 The narrative shifts to the challenges of tiling, with the narrator questioning how to keep lines straight and whether the grout is mixed correctly. - 00:12–00:17 The narrator expresses frustration with the tiling process, highlighting the potential for one crooked tile to ruin the entire project. - 00:17–00:21 The narrator reveals that they hired a pro on Thumbtack, presenting the platform as a solution to the tiling challenges. - 00:21–00:23 The ad concludes with a call to action to hire a tiling pro for your project, reinforcing the platform's value proposition.

# Ad summary This ad for Thumbtack shows before and after shots of bathrooms that have been renovated. The ad suggests that if your bathroom feels bare, cold, empty, or bland, you should hire a pro who knows. # Brand positioning Thumbtack is presented as a service that connects homeowners with qualified professionals to help them with home improvement projects. The brand positions itself as a solution for homeowners who want to transform their living spaces but need expert assistance. The ad emphasizes the importance of hiring a professional who knows how to make a house feel like a home, suggesting that Thumbtack offers access to reliable and skilled professionals who can bring the homeowner's vision to life. # Product Thumbtack is a platform that connects homeowners with qualified professionals for various home improvement projects. The ad highlights Thumbtack's ability to help homeowners transform their bathrooms from feeling bare, cold, empty, or bland into spaces that are cozy, warm, inviting, and beautiful. The platform addresses the challenge of finding reliable and skilled professionals by offering a network of pros who "know homes." # Visual style The ad has a polished, commercial aesthetic with smooth transitions between shots. The editing rhythm is consistent, with cuts timed to the music. The visual motifs include before-and-after shots of bathrooms, highlighting the transformation possible with Thumbtack. # Hooks Spoken: 00:01-00:02 If it feels bare, Text overlay: 00:00-00:02 If it feels bare, Visual: 00:00–00:02 The shot shows a bathroom with white walls, white subway tile, a light wood vanity with a black sink, and a white toilet. There is a window above the bathtub. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of having a bathroom that feels bare, cold, empty, or bland. The ad uses the line, "If it feels bare," # Value propositions - Find reliable and skilled professionals who can "know homes." # Benefits - Transforms bathrooms from feeling bare, cold, empty, or bland into spaces that are cozy, warm, inviting, and beautiful. # Features - Connects homeowners with qualified professionals # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing the transformations possible with their service. # Storyline - 00:00–00:02 The ad opens with a shot of a plain bathroom, suggesting it feels bare. - 00:02–00:03 The scene transitions to a more inviting bathroom, implying that it has been made cozy. - 00:04–00:05 The ad shows a cold-looking bathroom sink. - 00:05–00:07 The scene transitions to a warmer-looking bathroom sink. - 00:08–00:09 The ad shows an empty-looking shower. - 00:09–00:11 The scene transitions to a more inviting shower. - 00:12–00:13 The ad shows a bland-looking bathroom sink. - 00:14–00:15 The scene transitions to a more beautiful-looking bathroom sink. - 00:16–00:17 The ad shows a text overlay that says, "Hire a pro who knows." - 00:18–00:20 The ad shows the Thumbtack logo.

# Ad summary This ad features a series of clips showing a kitchen renovation in progress. The voiceover asks a series of questions about the challenges of a kitchen renovation, and then states that they hired a pro on Thumbtack. # Brand positioning Thumbtack is presented as a solution for homeowners who are overwhelmed by the challenges of home renovation projects. The brand is positioned as a resource for finding qualified professionals to handle various tasks, from demolition to installation. The ad implies that Thumbtack values convenience and expertise, offering a way to avoid the stress and potential pitfalls of DIY projects. The brand aims to occupy the space of a reliable partner in home improvement, aligning with a lifestyle of efficiency and quality. # Product Thumbtack is a platform that connects homeowners with qualified professionals for various home improvement and maintenance tasks. The ad highlights Thumbtack as a solution for finding pros to assist with kitchen renovations, specifically addressing the challenges of demolition, leveling cabinets, finding studs, and lifting heavy countertops. The platform is implied to offer a way to avoid the stress and potential pitfalls of DIY projects by providing access to experienced professionals. The ad suggests that Thumbtack is worth trying for its convenience and ability to simplify complex home improvement tasks. # Visual style The ad has a UGC feel, with a mix of close-up shots and wider shots of the kitchen renovation. The editing is quick, with cuts every few seconds. The production quality is decent, but not overly polished, which supports the intended tone of a relatable homeowner sharing their experience. The pacing is consistent throughout the ad. # Hooks Spoken: Ever started a kitchen reno thinking it was just one project? Text overlay: Ever started a kitchen reno thinking it was just one project? Visual: 00:00–00:02: A three-way split screen shows different stages of a kitchen renovation. Top: A person in a gray sweatshirt is applying grout to white tiles on a wall. Middle: A person in a striped shirt is installing hardware inside a white cabinet. Bottom: Two people in yellow gloves are placing a white countertop on blue cabinets. / 00:02–00:03: A three-way split screen shows different stages of a kitchen renovation. Top: A person in a gray sweatshirt is applying grout to white tiles on a wall. Middle: A person in a striped shirt is installing hardware inside a white cabinet. Bottom: Two people in yellow gloves are placing a white countertop on blue cabinets. Text overlay: "Ever started a kitchen reno thinking it was just one project?" # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration and overwhelm of tackling a kitchen renovation as a DIY project. The voiceover asks, "And how do people juggle all of this without losing their minds?" # Value propositions - Convenience: Easily find and hire qualified professionals for your kitchen renovation. - Expertise: Access experienced professionals to ensure your project is done right. - Stress Reduction: Avoid the stress and potential pitfalls of DIY projects. # Benefits - Avoids the stress and potential pitfalls of DIY projects - Provides access to experienced professionals - Simplifies complex home improvement tasks # Features - Connects homeowners with qualified professionals - Helps with kitchen renovations - Addresses challenges of demolition, leveling cabinets, finding studs, and lifting heavy countertops # Call to action Hire pros for all your kitchen projects. # Point of view - Customer 100% – The entire ad is told from the perspective of a homeowner who is struggling with a kitchen renovation. # Storyline - 00:00–00:02 The ad opens with a series of quick shots showing different stages of a kitchen renovation, including tiling, cabinet installation, and countertop placement. - 00:00–00:03 The voiceover asks, "Ever started a kitchen reno thinking it was just one project?" - 00:03–00:04 The voiceover responds, "Yeah, same." - 00:05–00:21 The voiceover continues with a series of questions about the challenges of a kitchen renovation: "Like, how do I safely demo my old kitchen? Or get the new cabinets level? Or find the studs? Or lift a countertop that weighs more than me? And how do people juggle all of this without losing their minds?" - 00:21–00:23 The voiceover concludes, "So that's why I hired a pro on Thumbtack." - 00:23–00:25 A text overlay appears: "Hire pros for all your kitchen projects." - 00:25–00:28 The Thumbtack logo appears with the tagline "We know homes."

# Ad summary This ad promotes Thumbtack as a solution for finding reliable contractors for bathroom remodeling projects. It emphasizes the platform's ability to provide multiple quotes and reviews, ensuring informed decisions and competitive pricing. # Brand positioning Thumbtack is presented as a practical solution for homeowners seeking qualified professionals for home improvement projects. The brand is positioned as a go-to platform that empowers users to compare quotes, read reviews, and ultimately make informed decisions when hiring contractors. The brand follows category norms by focusing on functional benefits such as ease of use and competitive pricing, aiming to simplify the often complex and costly process of home renovation. # Product Thumbtack is a platform designed to connect homeowners with local professionals for various home services, specifically bathroom remodeling in this ad. It allows users to find local pros, read real reviews, and receive multiple quotes in one place, addressing the challenge of finding reliable contractors and ensuring competitive pricing. The service is free and claims to only take a few minutes to use, aiming to lower the barrier to entry for homeowners seeking to update their bathrooms. By providing a transparent platform, Thumbtack helps users avoid the pitfall of settling for the first contractor they encounter, thus potentially saving them thousands of dollars. # Visual style The ad features a blend of a personal testimonial and professional showcase. The initial shots are brightly lit and appear natural, with a woman speaking directly to the camera in a bathroom setting, creating a casual, UGC-style feel. This transitions into shots of a bathroom under construction and then a fully remodeled space, demonstrating the before-and-after potential. The editing style involves quick cuts to alternate between the speaker and the visual examples, maintaining a brisk pace. The overall production quality is polished, balancing authenticity with aspirational imagery. The pacing is consistent at approximately 18 CPM. # Hooks Spoken: Female 1: Do not hire anybody to remodel your bathroom without watching this first. Text overlay: DO NOT HIRE ANYBODY / TO REMODEL YOUR / BATHROOM WITHOUT / WATCHING THIS FIRST. Visual: 00:00–00:04 A medium shot shows a woman with brown hair, wearing a white button-down shirt, standing in a bathroom with a double vanity, framed mirrors, floral curtains, and gold fixtures. The camera is stationary, capturing the woman as she speaks directly to the viewer. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of potentially overpaying for a bathroom remodel by hiring the first contractor without comparing prices, which is highlighted by mentioning that "prices can vary by thousands of dollars." # Value propositions - The ad's value proposition is rooted in empowerment through transparency and choice. It provides users a way to avoid overpaying for services by showing real reviews and providing multiple quotes in one place. The fact that it is free and easy to use also encourages more people to check it out and use it. # Benefits - Helps you find the right professional for your bathroom remodeling project. - Gives you access to reviews to ensure you're hiring a reliable contractor. - Allows you to compare quotes from multiple pros to get the best price. - Saves you time and money. # Features - Find the right pro for the right price - See local pros - Real reviews - Multiple quotes in one place - Free to use # Call to action Tap below and get quotes for your bathroom remodel on Thumbtack now. # Point of view - Brand 100% – The entire ad is told from the perspective of the brand representative, who is speaking directly to the camera. # Storyline - 00:00–00:04 A woman in a bathroom addresses the viewer, warning against hiring anyone to remodel a bathroom without first watching this ad. - 00:04–00:08 The woman identifies Thumbtack as a solution to help viewers find the right pro for the right price. - 00:08–00:18 Expanding on the problem, the woman mentions that if viewers are thinking about updating their bathroom, they shouldn't just go with the first contractor who gives them a number, because prices can vary by thousands of dollars. - 00:18–00:29 Offering a solution, the ad encourages viewers to use Thumbtack and instantly see local pros, real reviews, and multiple quotes in one place, also stating that the service is free and only takes a few minutes. - 00:29–00:33 The woman in the video wraps the ad by telling viewers to tap below and get quotes for their bathroom remodel on Thumbtack now.

# Ad summary This ad promotes Thumbtack as a resource that makes it easy to find a team of pros to bring your visions to life. The ad opens with the narrator introducing the challenges of a long summer to-do list. She then introduces how Thumbtack makes it easy to find a team of pros to help. She provides a before and after of her garden space, as well as stating the value of not having to do everything yourself. # Brand positioning Thumbtack is presented as a resource that connects users with qualified professionals to help with a wide variety of home projects and other tasks. The brand positions itself as a solution for those overwhelmed by their to-do lists, emphasizing convenience and the ability to find top-rated pros. Thumbtack is positioned to empower people to delegate tasks and focus on relaxation, pushing against the norm of DIY culture. # Product Thumbtack is a platform designed to connect customers with top-rated professionals for various home-related tasks, such as lawn care and landscaping. The platform is implied to reduce the stress of completing a long to-do list by offering access to a team of pros who can bring your visions to life. The ad showcases a garden transformation, highlighting the platform's ability to find professionals who can enhance outdoor spaces. With Thumbtack, users can hire top-rated pros, enabling them to sit back and relax while their tasks are taken care of, making it a game changer for home improvement and maintenance. # Visual style The ad has a casual, UGC feel with selfie-style camera work, suggesting a relatable and authentic experience. The editing involves simple cuts and pans to showcase the garden's transformation, maintaining a consistent pace. The ad uses natural lighting, which enhances the homemade aesthetic. The before and after shots are clearly labeled with text overlays. # Hooks Spoken: If you have a long summer to-do list, / you know it can get overwhelming fast. Text overlay: BEFORE (Upper Left) / If you have a long summer to-do list / you know it can get overwhelming fast Visual: 00:00–00:02 The camera, in selfie style, pans slowly across a garden space that is overgrown with weeds and grass. There is a white house in the background and a text overlay in the upper left corner that reads, "BEFORE." Lower third text reads, "If you have a long summer to-do list, you know it can get overwhelming fast." / 00:02–00:04 The camera, in selfie style, pans slowly across a pool and surrounding backyard. There are trees and a fence surrounding the backyard. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the most central frustration is the overwhelming feeling of having a long summer to-do list, especially when it comes to home maintenance and improvement. The narrator states, "If you have a long summer to-do list, you know it can get overwhelming fast," # Value propositions - Convenience: "Thumbtack makes it easy to find a team of pros to bring your visions to life." - Time-saving: "You don't have to tackle it all on your own." - Relaxation: "I can actually sit back and relax knowing that this was taken care of by the pros." # Benefits - Reduces stress of completing a long to-do list - Provides access to a team of pros who can bring your visions to life - Enables users to sit back and relax while tasks are taken care of # Features - Platform connects customers with top-rated professionals - Offers services for various home-related tasks like lawn care and landscaping # Call to action Go check out Thumbtack and hire top-rated pros today # Social proof - The ad features a real-life before-and-after transformation of a garden space, showcasing the tangible results of using Thumbtack's services, which implies satisfaction with the end result. - The narrator implies personal use and satisfaction, stating, "I can actually sit back and relax knowing that this was taken care of by the pros." # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer of the brand, which is achieved by the setting of the ad, the use of first person pronouns, the visuals, and the tone of the language used. # Storyline - 00:00–00:04 The ad presents a before and after of a garden space while also introducing the long list of summer to-do items that one might have. - 00:04–00:15 The ad pivots to discuss the Thumbtack brand and its function and use case. - 00:15–00:25 The ad then switches back to the narrator to restate the value proposition of the brand and their offering.

# Ad summary This ad promotes Thumbtack as a solution for finding top-rated home service professionals quickly and easily. The ad features a woman who experiences an electrical issue in her bathroom and uses Thumbtack to find a qualified electrician. She highlights the platform's extensive reviews and the quality of the service she received, showcasing the positive outcome of using Thumbtack for home repairs. # Brand positioning Thumbtack is presented as a reliable platform for connecting homeowners with top-rated professionals for various home service needs. The brand aims to occupy the space of a trusted and efficient solution for finding qualified experts, emphasizing the importance of great reviews and experience. Thumbtack positions itself as a user-friendly alternative to wasting time on sites with poorly rated pros, aligning with a functional approach by providing a simple and effective way to hire professionals. The brand promotes convenience and reliability, pushing against the norm of unreliable or difficult-to-find service providers. # Product Thumbtack is an online platform that connects users with highly-rated professionals for various home service needs. The platform is designed for homeowners who need reliable and experienced professionals for tasks ranging from simple repairs to more complex projects. The ad highlights that Thumbtack has over 13 million five-star reviews, making it easy to find a top-rated pro within minutes. The platform addresses the purchase barrier of finding trustworthy and qualified professionals by providing a user-friendly interface to search for, read reviews, and hire pros who specialize in specific types of work. The ad emphasizes that Thumbtack makes it easy to find a top-rated pro for any job, ensuring a positive outcome and a beautiful result. # Visual style The ad has a UGC feel with a mix of static and handheld shots. The production quality is a hybrid of polished commercial and casual user-generated content. The editing style includes quick cuts to maintain a fast pace, with cuts timed to voiceover lines. The overall aesthetic is bright and clean, with natural lighting. # Hooks Spoken: 00:00–00:07 When you have an emergency home project, you don't want to waste time on sites with poorly rated home pros. You need someone with great reviews and experience. Text overlay: 00:00–00:07 When you have an emergency home project, / 00:01–00:07 you don't want to waste time on sites / 00:02–00:07 with poorly rated home pros / 00:04–00:07 you need someone with great reviews / 00:05–00:07 and experience. Visual: 00:00–00:04 A woman with long brown hair, wearing a white t-shirt and bracelets, sits at a white marble table with a green laptop. She looks stressed and puts her head in her hands. The background shows a living room with a couch, lamps, and stairs. The camera is stationary and at eye level. / 00:04–00:07 The woman closes her laptop and looks directly at the camera with a serious expression. The background remains the same. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty and time wasted in finding reliable and qualified home service professionals. The ad highlights the problem of "wasting time on sites with poorly rated home pros," signaling the frustration of unreliable service providers. # Value propositions - Thumbtack provides a reliable and efficient solution for finding qualified experts, emphasizing the importance of great reviews and experience. - Thumbtack makes it easy to find a top-rated pro for any job, ensuring a positive outcome and a beautiful result. # Benefits - Avoid wasting time on sites with poorly rated home pros - Find reliable and experienced professionals - Ensure a positive outcome for home projects - Achieve a beautiful result # Features - Highly rated pros - Over 13 million five-star reviews - Easy to search for professionals - Ability to read reviews - Hire a top-rated pro within minutes # Call to action None used. # Social proof - "They have highly rated pros with over 13 million five-star reviews" – Female 1 (Customer) - "The reviews were spot-on because my electrician was definitely five-star material" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:07 00:00–00:07 The ad begins with a woman sitting at a table with a laptop, looking stressed. The message is that when you have an emergency home project, you don't want to waste time on sites with poorly rated home pros; you need someone with great reviews and experience. This is told from the woman's perspective, conveying frustration and the need for a reliable solution. The tone is urgent and relatable. - 00:07–00:12 00:07–00:12 The woman explains that her old light fixtures fried the electrical wiring in her bathroom. This is told from the woman's perspective, highlighting the problem that led her to seek a professional. The tone is matter-of-fact, setting the stage for the solution. - 00:12–00:17 00:12–00:17 She states that since the job was more than just changing a light bulb, she knew she needed a top-rated pro who specialized in this type of work. This is told from the woman's perspective, emphasizing the need for expertise and reliability. The tone is practical and solution-oriented. - 00:17–00:23 00:17–00:23 The woman says she went on Thumbtack because they have highly rated pros with over 13 million five-star reviews. This is told from the woman's perspective, introducing Thumbtack as the solution. The tone is confident and reassuring. - 00:23–00:29 00:23–00:29 She explains that she was easily able to search for an electrician, read some reviews, and hire a top-rated pro within minutes. This is told from the woman's perspective, highlighting the ease and speed of using Thumbtack. The tone is enthusiastic and positive. - 00:29–00:33 00:29–00:33 The woman states that the reviews were spot-on because her electrician was definitely five-star material. This is told from the woman's perspective, reinforcing the reliability of Thumbtack's review system. The tone is satisfied and appreciative. - 00:33–00:39 00:33–00:39 She concludes that Thumbtack made it so easy to find a top-rated pro for her job, and now she has this beautiful bathroom glow-up. This is told from the woman's perspective, showcasing the positive outcome of using Thumbtack. The tone is delighted and grateful.

# Ad summary This ad features an interior shot of a living space and uses the question headline "Searching for a pro to..." with the intention of prompting users to use their service. # Brand positioning This ad promotes a professional service, likely for interior design or home improvement, by targeting individuals who are seeking expert assistance. The brand positions itself as a solution for those who are looking to enhance their living spaces. The brand uses a clean and minimalist aesthetic to convey a sense of sophistication and reliability, suggesting a commitment to quality and attention to detail. The visual simplicity avoids common cluttered or sales-y ads in the category, implying a focus on expertise and service rather than pushy sales tactics. # Product The product being advertised is a service that connects users with professionals. The service targets users who need assistance with projects related to interior design or home improvement. The primary appeal of the service is its ability to link customers with qualified professionals. The ad seeks to address the common frustration of finding reliable and skilled help for home-related projects. It also aims to reduce the anxiety of making potentially costly or unsatisfactory decisions without expert guidance. # Visual style The ad features a clean and minimalist aesthetic, reflecting a high-production-quality studio shot. The visual motif centers on a carefully arranged interior setting, using natural lighting to create a bright and inviting atmosphere. The image treatment involves subtle color grading, maintaining a neutral palette to emphasize the textures and forms within the space. The visual style is designed to be sophisticated and visually appealing, aiming to capture attention in-feed without appearing overly commercial or disruptive. # Hooks Headline: Searching for a pro to... # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of finding reliable and skilled professionals, implied by the question "Searching for a pro to..." # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, aiming to attract potential customers by showcasing the quality of professionals they connect users with. # Storyline - The ad opens with the text "Searching for a pro to..." which suggests that the ad is geared towards users who need expert assistance. This aims to grab the attention of users currently seeking a professional for a home improvement or interior design project. This beat is from the perspective of the brand to attract the attention of prospective clients. - The ad then shows a pristine and elegantly styled living space to visually signal the kinds of projects the advertised professionals can handle. This beat is told from the brand's perspective to provide a real-world example of the quality of work potential clients can expect. The imagery is aspirational and provides a practical element.

# Ad summary This ad shows an interviewer asking random people on the street questions about taxes. At the end of the ad it suggests that Thumbtack pros can help with taxes. # Brand positioning This ad for Thumbtack positions the brand as a resource that can help people who may be confused by tax-related questions. The ad does not suggest that the brand is a tax service itself, but that it can connect you to local tax pros, which positions Thumbtack as a platform that gives you access to all sorts of experts for almost anything you may need around the house or in your personal life. The brand aims to occupy the space as the go-to place for finding a variety of skilled professionals and to promote a lifestyle of convenience and support for individuals seeking expert assistance. Thumbtack subtly sets itself apart from traditional brick-and-mortar service providers by focusing on the accessibility and variety of its platform. # Product Thumbtack is not explicitly selling a product in this ad, but rather promoting the platform's capability to connect users with tax professionals. The ad showcases the convenience and ease of accessing expert tax assistance through Thumbtack, subtly addressing the common frustration and confusion associated with tax preparation. By presenting Thumbtack as a solution to the complexities of taxes, the ad suggests that the platform can help individuals navigate tax-related challenges and ensures that the user doesn't have to be an expert or have to do all the work themselves. The ad is telling the viewer that Thumbtack is a platform to buy because it will take the stress out of finding professionals to handle difficult tasks for you. # Visual style The ad's overall aesthetic has a polished and professional feel while still maintaining a sense of authenticity, as it is shot in a public place with natural lighting. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is relatively high, which lends credibility to the brand. There are no visual motifs used. The pacing is consistent throughout the ad, with cuts timed to align with the spoken dialogue. # Hooks Spoken: Do you know what a kiddie tax is? Text overlay: QUIZ (Beside Thumbtack logo) / How well do you know your taxes? / Do you know what the kiddie tax is? Visual: 00:00–00:02 The shot shows a medium close-up of a man standing outside on a sunny day. In the background there is a chainlink fence, some parked cars, and a brown hillside. The man has fair skin, a dark mustache, and dark hair, and is wearing a beanie, sunglasses, a white shirt, and a dark denim jacket. He looks into the camera with a neutral expression as he is being interviewed. The camera is stationary and at eye level. A microphone with a logo on it is visible in the foreground. / 00:02–00:03 The shot is the same, but text appears over the man as the interviewer is speaking. # Funnel stage Top of funnel (Awareness) # Pain points Taxes are confusing # Value propositions - Thumbtack pros can help. (Implied: Find experts to address the confusing aspects of taxes.) # Benefits - Can help you navigate tax related challenges. - Takes the stress out of finding professionals to handle difficult tasks for you. # Features - Tax professionals # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The customer's point of view is shown through the tone and visual style of the ad. # Storyline - 00:00–00:02 The ad begins with an interviewer standing outside with a microphone in hand. - 00:02–00:06 The interviewer approaches a man and asks if he knows what a kiddie tax is, to which the man replies that he hopes it's not for his kids. - 00:06–00:11 The interviewer asks the same man if he knows what an alternative minimum tax is, and he replies that he does not. - 00:12–00:16 The interviewer then asks the man what his filing status is. - 00:16–00:21 The man replies that he is single for the moment, as he is not legally married. - 00:22–00:27 The interviewer asks the man what excess depreciation sounds like to him, and he replies that it sounds like rambling. - 00:27–00:32 The interviewer asks the man if he knows the difference between adjusted gross income and modified adjusted gross income. - 00:32–00:35 The man claims that he does, and when asked what it is, he says, "What's the next question?" - 00:35–00:39 The ad concludes with the statement "Taxes are confusing. Thumbtack pros can help."