"It's Dripping Again" Commercial | Ridge Top Exteriors
The bucket under the drip
Everybody knows this house. There's a spot on the ceiling, there's a bucket that lives under it now, and there's a homeowner who has decided this is a next-spring problem. It has been next spring for three years. That's a funnier and more useful place to start a roofing commercial than a hero shot of a finished roof, because it's recognizable. The viewer isn't being sold to, they're being caught. Everybody has a version of the thing they keep putting off. Cinematography and drone coverage do the credibility work around it, and the spot lands on the obvious point without ever having to say it out loud: this gets worse and more expensive the longer you leave it.
Who is
Ridge Top Exteriors
Ridge Top Exteriors is a family owned Wisconsin exterior remodeling company, in business since 2002, handling roofing, siding, windows, and gutters. A meaningful share of their work starts as a small leak somebody lived with for a while.
Named the problem out loud
The spot works because it describes a situation homeowners are already in rather than a service they might someday want, which is a much shorter distance to a phone call. It gave Ridge Top a broadcast piece with a hook that doesn't need a discount attached to it.
