Oiled-up builders parade in ad to introduce MyBuilder.com

MyBuilder.com, the website that helps consumers find local builders and tradesmen, is to launch a TV ad directed by Mark Denton and starring builders in skimpy blue swimming trunks.

The ad, from creative shop Sell! Sell!, shows builders of various shapes and sizes strutting their stuff and brandishing a selection of tools, to win the approval of homeowners.

MyBuilder.com was set up in 2008 by US-born stonemason Ryan Notz, and allows homeowners to compare tradesmen by viewing their full work history and reviews from other homeowners.

Notz said: "The campaign helps to illustrate how MyBuilder works and why people find it so useful. Finding the right tradesmen to make major changes to a home, big or small, can be a daunting task.

"The 'Builder Beauty Pageant' is a creative, intelligent and humorous campaign, which creates an entertaining visual analogy for the product itself."

The ads launch next week and will run across TV, video-on-demand, online and print, in a campaign planned and bought by independent media agency MNC.

Vic Polkinghorne, creative director at Sell! Sell!, said: "We set out to make MyBuilder the place people think of when they’re looking for a builder or tradesman.

"We wanted an idea that communicated what the site does, in a way that’s arresting enough to demand attention and stick in the mind of the audience."