Jobspotting

Client: Checkatrade

‘Jobspotting’ is a comedy mockumentary series dramatising the tradie habit of pointing out past work. The story unfolds through Marie, sharing how her Checkatrade tradie husband’s “severe jobspotting” is straining their relationship. For comedic effect, the series is styled like a Netflix crime doc - utilising dramatic sound design and moody lighting to comedically exaggerate the “crime” of jobspotting.

Checkatrade’s brief? To create funny, engaging content which resonates with both tradespeople and consumers, whilst celebrating the pride their tradies hold in their work. How successfully that brief was met is reflected in an outpouring of social media comments. “I’m in a knot at the kitchen table laughing, I do the same” The concept struck a chord with both tradespeople and their long-suffering families. It was designed to invite tradies to own up to ‘jobspotting’ and loved ones to call them out for it - and they did - the series receiving over 40,000 interactions from over 1,000,000 organic views online. “I have no problem being advertised to this way. I’m not a tradie and I watched the whole thing, guess who I’ll be thinking of if I need one?” To win over consumers, the series couldn’t feel like an advert. Subtle brand integration ensured viewers felt they were watching a sitcom created to entertain, not an ad created to sell - whilst never losing sight of which brand brought them the laughs. The result? Content first advertising which put pride in hearts, smiles on faces and Checkatrade on the mind.