Yes, humour sells financial products. Or, more accurately, The Monkeys brand of humour sells financial products. This new campaign for home builders and designers, Porter Davis, is an absolute gem.
It’s about a millennial couple, Aisha & Stu McFernlayson, who turn themselves into The Rich Parents You Never Had. As the film reminds its audience – or given that adland thinks only people under thirty-five are its audience, informs its audience. Note: this campaign’s audience is, in fact, under thirty-five – the couple grew up when tertiary education was free and the average first home price was just over twice their yearly income. They own 11 properties and, clearly, have too much money. So they’re giving back. They’re looking to adopt a young couple in exchange for $170k Smart Living Home deposit – which they will give to their new “children”.
During the documentary-style film, its entertaining part merges subtly (superbly) with its selling part – without losing a molecule of its humour. The film shows off Porter Davis’ the house and land packages as the McFinlaysons inspect their “dream first house”.
And because these kids are leaning on the bank of home and dad, the campaign includes a competition to win a $170,000 deposit for a Porter Davis Smart Living Home.
The launch and subsequent films were directed by Matthew Saville (whose comedy credentials were established on Josh Thomas’s Please Like Me and Chris Lilley’s We Can Be Heroes). The campaign includes home advertising, digital, radio, press, and content on Porter Davis-owned social channels.
The Monkeys group content director, Lee Lowndes, commented, “In a media environment where we’re constantly hearing about the challenges for first home buyers, who wouldn’t wish for some generous rich parents to contribute $170k to a new house?
“It’s a new take on a promotional giveaway we hope will both entertain and capture the attention of young home buyers who might currently think a Porter Davis home is out of their league.”
Porter Davis general manager, digital & marketing, Shaun Patterson, added, “Our Rich Parents campaign aims to increase awareness of the Porter Davis brand within the first home buying market.
“The campaign resonates with Victorian first home buyers – who are facing barriers to purchasing their dream home – in a unique and irreverent tone. We are thrilled with the collaborative partnership that has formed with The Monkeys. Their strategic rigour and agility to deliver our latest campaign is to be commended.”
Agency: The Monkeys
CCO: Ant Keogh
Planning Director: Gareth Evans
Group Content Director: Lee Lowndes
Content Director: Jantine Wigboldus
Content Manager: Casey Nguyen
Copywriter: Siobhan Fitzgerald
Art Director: Connor Beaver
Integrated Producers: Emma King & Katie Wellbelove
Production Company: The Directors Group
Director: Matthew Saville
Executive Producer: Craig Griffin
Editor: Jon Holmes
Directors of Photography: Hamish MacGregor & Marcus Cropp
Grade: Martin Greer
Sound Engineer: Paul Le Couteur @ Nylon Studios
Executive Producer: Ceri Davis
Photographer: Neil Bailey @ Coco Productions
Retoucher: Dave Mercer
Client: Porter Davis
General Manager, Digital & Marketing: Shaun Patterson
Marketing Manager, Channel Strategy: Kelly Jones
Marketing Manager, Digital & Social: Maxine Dare
Head of Creative: Matt Collings