Apparently applying for a mortgage is no less fun in the UK than it is in Australia. The Monkeys pointed to the struggle in its campaign for UBank in Australia. It was a gentle dig carried in a slice of life parody.

Uncommon London has done nothing so subtle. It’s an ad with all the politeness of allusion and nuance stripped away from it. An ad at that calls on the emotive power of hyperbole and the attention-grab of animation. In Hell or Habito, for mortgage broker, Habito, a man opens a long and complicated mortgage application form, to be attacked by ghoulish hands that rip away all his money and possessions (including his wedding ring and a gold tooth), until he is rescued by Habito.

The wildly memorable ad follows print and OOH executions with equal cut-through, that launched on September 10 with illustrations by California artist, Jimbo Phillips. The campaign is Uncommon’s first work for the brand.

The TV and online component, directed by Andy Baker & Jimbo Phillips, launched on September 24, and is set to the song, Machine Gun, by Dutch band, Noisia.

Credits

Agency: Uncommon London Creative Studio
Executive Creative Director: Sam Walker
Creatives: Nina Beyers & Tom Espezel-Bentley
Creative Producer: Jennifer Grant
Head of Production: James Turnham
Business Director: Matt Hennell

Production Company: Strange Beast
Directors: Andy Baker & Jimbo Phillips

Media Agency: Goodstuff