For first time home buyers, the process is hell. Most mortgage providers and most ad agencies don’t talk about that. They fixate on the joys of owning your first home instead. Habito and Uncommon Creative Studio are not most mortgage providers and not most ad agencies. The first Habito campaign by Uncommon looked like this:
Uncommon London: Wow, this is a mortgage ad that “gets” how it is
The new one looks like this:
The Climb is the sixth TVC in Uncommon’s unapologetically gory, garish and scary Hell or Habito campaign. It is brutally honest about the hell that most first time buyers experience while trying to find their dream property, realising that rival bidders are competing furiously and there’s a race against time and other people’s manoeuvres to close the deal.
The film’s hero gets torn apart limb from limb by his monster rivals but Habito Go (accessed by mobile phone) saves him. His nightmare becomes a real-life dream in which he gets the keys to his new home.
The new spot is the brand’s first ad for Habito Go, a new home buying service and loan for first-timers that allows them to secure a cash advance on their mortgage so that they can act and negotiate like a cash buyer – no uncertainty and no frustrating delays. Previous commercials have focussed on home buying hell such as jargon, stress, cost and time.
Abba Newbery, chief marketing officer at Habito, stated, “Our customer research tells us that people find the process of buying a home hellish and daunting. For me, The Climb really nails the feeling that everything and everyone in the buying process is against you – from finding the place to everything that happens after that. We exist to set people free from the hell of mortgages – whether that’s being outbid on your offer or wading through impenetrable paperwork. Our new Habito Go service has the power to cut through so much of that and finally put first time buyers in a position of strength.”
Nils Leonard, co-founder of Uncommon, added, “As Habito continues to innovate within its category, it also keeps pushing the boundaries of how it comes to market. We’re proud to bring the sixth episode in the Hell or Habito campaign to life in all its gory technicolour.”
The Climb is running on TV and VOD in the UK.
Credits:
Agency: Uncommon Creative Studio
Production Company: Hornet
Director: Andy Baker
Producers: Dez Stavracos & Nico Benenati
Executive Producer: Hana Shimizu
Character Design: Serge Seidlitz
Sound Design: Dugal Macdiarmid @ Wave Studios
Post Production: Time Based Arts
Music Supervisor: Dom Bastyra @ Wake The Town
Media Agency: Goodstuff