American Home Shield Brings Back Rachel Dratch for Year Two of Campaign
MEMPHIS, Tenn., March 26, 2025--(BUSINESS WIRE)--Frontdoor, Inc. (NASDAQ: FTDR), the parent company of American Home Shield, the nation's leading provider of home warranties, announced the second year of its marketing campaign featuring comedienne Rachel Dratch as Warrantina.
"The spirit and magic that Warrantina brings to American Home Shield and the warranty conversation stands out in a unique and special way," said Kathy Collins, Frontdoor, Inc.'s Chief Revenue Officer. "We couldn't be more excited to partner with Rachel for a second year in a row and bring a new depth to Warrantina. We also get to show off video chat with live repair Experts so our members can experience help with home fixes over the phone," Collins said.
While the campaign continues to educate homeowners about the value of a home warranty, the ability to video chat with an Expert is new for this year's campaign. Members of select AHS plans, at no additional cost, can now connect with an experienced Expert in real-time through the AHS app, for help with plumbing, electrical, HVAC, and appliance issues. Since video chat launched on February 27, nearly 20% of members doing a video chat have been able to solve their problem right over the phone or the Expert provided the information needed for the homeowner to do the repair or maintenance themselves, saving time and money.
"Stepping back into Warrantina's clogs and bangles with American Home Shield for a second year has been super fun," said Rachel Dratch. "Last year when we created this character together with the team at Fallon, it was all about an introduction to who she was and what she valued—warranties, obviously. But this year, we've been able to dig a bit deeper, show her in home situations with families, and introduce some new ways to help customers. It's been fun to expand her world and, I mean, who doesn't want to be turned into a doll?"
Dratch brings the video chat experience to life through one new spot called "Ancient Manual." Airing on broadcast and digital channels, the 30-second ad captures the helpfulness of AHS Experts in solving homeowners' repair and maintenance problems. Other creative assets emphasize the value of a home warranty in giving homeowners peace of mind, knowing they are protected against unplanned covered breakdowns.
As with the 2024 campaign, Frontdoor partnered with its creative agency of record, Fallon, to develop the 2025 American Home Shield campaign. The ads were shot on location in Los Angeles in February.
"It's one thing to get the opportunity to create a character like Warrantina with Rachel and American Home Shield, and a whole other amazing opportunity to get to do it two years in a row," said Emily Swenson, group Creative Director, Fallon. "This year we were able to delve deeper into who Warrantina is and how she might show up in new scenarios, from the relatability of looking for that long lost appliance manual to shopping with your family."
Additionally, the brand will have an ongoing presence in Netflix's massively successful airings of WWE RAW on Monday nights, as well as in DirecTV around the March men's and women's basketball tournaments with a spot in each game, airing across multiple channels this month.
For more information, visit ahs.com.
See the plan agreement for coverage details, including service fees, limitations and exclusions. Coverage limits and charges for non-covered items may apply. Video chat available as a member benefit with select AHS plans. Video chat hours are from 6 a.m.–9 p.m. central time, 7 days a week, subject to change.
New Jersey Residents: The product being offered is a service contract and is separate and distinct from any product or service warranty which may be provided by the home builder or manufacturer.
About Frontdoor, Inc.
Frontdoor is the industry leader in home warranties and new home structural warranties, and a leading provider of on-demand home repair and maintenance services. As the parent company of two leading brands – American Home Shield and 2-10 Home Buyers Warranty – totaling more than two million members – we bring over 50 years of experience in the home warranty category, a cultivated national network of independent service contractors, and a reputation for delivering quality service and product innovation. American Home Shield, the leader in home warranties, gives homeowners peace of mind, budget protection and convenience, covering up to 29 home systems and appliances from costly and unexpected breakdowns. 2-10 Home Buyers Warranty is the leader in new home structural warranties, providing home builders with coverage for structural failures. These two brands, together with Frontdoor's cutting-edge on-demand services, provide an unbeatable combination that meets the full suite of homeowner repair and maintenance needs. For more information about Frontdoor, Inc., please visit frontdoorhome.com.
Forward Looking Statements
This news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements are based on management's current expectations and beliefs, as well as a number of assumptions concerning future events. These statements are subject to risks, uncertainties, assumptions, and other important factors. Readers are cautioned not to put undue reliance on such forward-looking statements, because actual results may vary materially from those expressed or implied. The reports filed by Frontdoor pursuant to United States securities laws contain discussions of these risks and uncertainties. Frontdoor assumes no obligation to, and expressly disclaims any obligation to, update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. Readers are advised to review Frontdoor's filings with the United States Securities and Exchange Commission (which are available on the SEC's EDGAR database at www.sec.gov and via Frontdoor's website at investors.frontdoorhome.com).
FTDR-Company
View source version on businesswire.com: https://www.businesswire.com/news/home/20250326641220/en/
Contacts
Media:Tom Collins816.500.0336mediacenter@frontdoor.com
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