MaidPro
Cleaning is a big deal to us.
A campaign that turned a checklist category into a human story and kept it running as a year-round drumbeat, compounding across seasons instead of peaking at a launch.
Residential cleaning is a category that talks about itself in checklists. Square footage, frequency, surfaces, supplies. It’s an industry conversation, not a customer one.
The truth MaidPro lives by is simpler and a lot more human: no matter how small the thing on your counter is, it’s the most important thing in your world.
With MaidPro as a client of mine when I ran Cooper, Levy & Partners, we built a campaign around that idea, blowing those small domestic objects up to oversized, hyperreal scale and putting a MaidPro pro in frame, calmly tending to them.
All to make one important point: at MaidPro, cleaning is a big deal to us.
Across every surface.
The campaign was built to flex across every surface a homeowner might encounter MaidPro on, without losing the through-line. The same oversized-object visual logic carries from print and out-of-home to broadcast spots, digital display, transit wraps, and the fleet itself.
Headlines do consistent work across the system (Your time is a big deal to us. Your budget is a big deal to us. What matters most is a big deal to us.) so the campaign reads as one idea expressed many ways instead of a dozen executions chasing the same brief.
A year-round campaign.
We extended it into seasonal moments too, including back-to-school, fall, holiday prep, and special occasions, so the franchise system gets a year-round drumbeat instead of a one-time launch.