Rachel Dratch is back—and she’s still got a warranty for that. The beloved SNL alum returns as Warrantina, the bangled and bangle-wearing home warranty crusader, in a new round of spots for American Home Shield’s March Madness effort.
The campaign, created by Fallon and directed by SMUGGLER’s Benji Weinstein, builds on last year’s humorous launch with even more quirky situations and helpful solutions, just in time for the NCAA Tournament.
This time around, Warrantina is helping homeowners navigate everything from lost appliance manuals to unexpected breakdowns—armed not just with warranties, but with a new feature: video chat access to an Expert. In one spot, she whips out a dusty tome (“Ancient Manual”) only to beam in a real-time expert for support. In another, she’s turned into a literal doll, adding a surreal twist to this year’s messaging. Watch below:
“Rachel’s sketch and improv chops have been fundamental to building the Warrantina character,” said Kathy Collins, SVP and Chief Revenue Officer at Frontdoor, Inc., the parent company of American Home Shield. “In a humorless category, she brings so much personality and relatability.”
Dratch agrees. “Last year was all about introducing Warrantina. This time we got to expand her world—show her with families, helping in real situations. And let’s be honest, who wouldn’t want to be turned into a doll?”
The media strategy for the campaign leans into one of the most watched events of the year: March Madness. Not only does the timing align perfectly with the rollout of American Home Shield’s new Expert video feature, but it also capitalizes on the surging popularity of women’s college basketball. The brand saw the opportunity to meet a passionate, leaned-in audience where they are—whether they’re watching on linear or streaming (streaming viewers were up over 10% from 2023 to 2024).
“We increased our connected TV budget by 43% this year,” noted Collins. “It’s performing better, it’s scalable, and it gives us more agility in targeting. Streaming is where entertainment is going, and we’re right there with it.”
Behind the clever comedy, the goal is to educate and reframe how people think about home warranties—an often misunderstood product.
“A home warranty can bring real peace of mind,” Collins added. “It helps people deal with the unexpected, whether they’re in a brand-new house or a 30-year-old fixer-upper. Warrantina helps us show that in a smart, entertaining way.”
And if it takes a magical doll version of Rachel Dratch to help you understand that? So be it.
CREDITS:
BRAND: American Home Shield/ Frontdoor, Inc.
SVP/Chief Revenue Officer: Kathy Collins
AGENCY: Fallon
PRODUCTION COMPANY: SMUGGLER
- Director: Benji Weinstein
- Talent: Rachel Dratch
REELated:
Powerade and Flau’Jae team for March Madness Anthem
