Goodcall
The 24/7 Phone Assistant
A business owner learns his customer service stops at the phone.
Watch the full campaign
The Strategy
Goodcall makes an AI phone assistant for small businesses. It answers every call, day or night. It can tell callers when you're open, text them a link to order, take a message, or pass the call to you when it doesn't know the answer.
The people it's for run the business themselves. When the phone rings, they have to choose: answer it, or help the customer standing in front of them. Either way, someone waits.
Goodcall needed a launch video for its website and its ads. So we gave that problem a face. The owner in our film runs a pizza shop called Cheezus Crust. The film opens with him talking to you, standing next to a second version of himself who is tied up in phone cords, phones and all.
He walks you through his day: the counter, the worker on the yellow wall phone and the calls that slip through. Then Goodcall picks up, and you see each feature as it happens. The film runs almost three minutes, so there's time to show how the product works, not just to tell the joke.
The Process
Brian, our director, wrote the script and directed the film. We shot it in one day in June 2021, in a studio, on a pizza shop set we built: an orange counter with purple trim, a gray brick wall and a bright yellow phone on it.
We hired one actor, and he plays more than one part. He's the owner, and he's also the tied-up owner standing next to him. We filmed him twice in the same spot and put the two together in editing.
Brian stepped in front of the camera, too. He's the worker on the wall phone who isn't really writing the order down. He also plays one more part you'll spot later.
We made the props ourselves, from the phone cords wrapped around the owner to a box labeled TECHNOLOGY. In editing, we added the app screens that pop up beside him, so you can see what Goodcall is doing on each call.
We also made more than one opening. The first 5 to 10 seconds came in several versions, so Goodcall could test them against each other and see which one grabbed people faster.
During the same shoot, we made a second, shorter film: a walkthrough of how to set up your own Goodcall assistant. The main film shows why you'd want it. The walkthrough shows how it works.
More like this: the best B2B video ads · how we make them