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Can warranties be a sexy consumer product? Mullen’s San Francisco office has been charged with making them one.

Despite landing a $238 million investment from Bain Capital and Bain Capital Ventures last year, consumer warranty provider SquareTrade is far from a household name, even in the tech world, but it wants to be. Its new agency-of-record Mullen will be tasked with getting the brand on consumers’ radar and, on a more fundamental level, with recasting the experience of activating a warranty as a positive interaction with a customer service representative instead of an adversarial one.

“We’re kind of like the Zappos of warranties,” said SquareTrade’s CMO Ty Shay, who observed that the company is looking to differentiate itself with customer service instead of lower prices. The company’s call center is located in its San Francisco office and has a staff of 60 out of 200 total SquareTrade employees.

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