Here’s what I believe to be the most authentic advertising campaign you’ll ever see. It’s called, somewhat cheekily, “Go Below with Rowe,” and I want to thank my friends at Groundworks for allowing me to break every rule of traditional advertising by using their actual employees and their actual customers in a national campaign with no scripts, no sets, no rehearsals, no director, and no second takes.
These ads were filmed a few months ago in the basements and crawlspaces of some actual houses in Baltimore that were in desperate need of waterproofing and foundation repair. What you’ll see, if you watch the full half-hour segments, is both a step-by-step process of what it takes to facilitate a series of repairs caused by water damage, and what could have easily been a new episode of Dirty Jobs. You’ll also meet some incredibly hardworking men who are really good at doing a really tough job, and really fun to work with.
I normally don’t share commercials and advertisements on social media, because I know how much you hate them. But these are different, and maybe even important, because they celebrate hard work in a completely authentic way, and the world is starved for authenticity. In other words, consider yourself officially invited to “Go Below with Rowe.” And be careful down there…
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