Pay on your own terms apps are thriving in the US (as they are in Aus). The end of Covid austerity has coincided with post-Covid inflation and competition for attention is fierce. Venables Bell & Partners has opted for relatable humour to make Affirm’s buy now pay later options stand out. The two commercials cover awkward moments – mum’s kind but unwanted interference and neighbours who live “unrestrained”.

The two commercials were directed by Steve Miller through Radical Media and the campaign The campaign will run through the summer across Amazon Advertising – reaching the 82.5M households with Amazon’s FireTV, streamers on Twitch and amazon.com shoppers – plus on OTT platforms like Bravo, CBS, NBC, ABC, CNN and more.

“With this campaign, we wanted to show how Affirm is there for consumers throughout their lives and, in particular, during big life moments – like moving into a new home and planning a wedding. These milestones can be joyful and exciting but they can also be stressful. Even for the most organized consumer, things can get out of control,” stated Erika White, vice president of marketing and communications at Affirm. “Affirm is a way to help take control of your finances and get the things you want or need in a way that works for you. With Affirm, there are no tricks or hidden fees, allowing consumers to spend confidently and enjoy life’s most important moments on terms that work for them.”