Westpac says ‘Don’t be the one left feeling sorry’ in new Home Loans spot via DDB Australia
If recent high auction results and clearance rates are anything to go by, Australia’s property market is more competitive than ever. Many potential buyers feel like they keep missing out, weekend after weekend, on the homes they have their hearts set on. But with the right advice from Westpac, prospective bidders can make sure they’re not the ones left feeling sorry when the hammer falls.
This new campaign for Westpac by creative agency DDB Australia, invites buyers to get on the right side of the result by getting the right advice up front.
Says Lisa Ronson, Westpac head of mass marketing services: “For most people buying a house is the biggest purchase decision they’ll ever make – and yet some people rely on assumptions and gut-feel about how far they can go in an auction. We’re communicating that people don’t have to rely on assumptions; that they can speak with one of our advisors and bid with confidence and clarity.”
Says Andrew Little, managing director DDB Australia: “Westpac product and marketing have given us another great story to tell. They are a prolific group at the moment and we seem to be rolling out a campaign a week. This addition to the home owns campaign is a cracker.”
DDB Melbourne executive creative director, Darren Spiller knows just how much emotion is wrapped up in bidding for a new home.
Says Spiller: “Buying a house is a high stakes, high drama moment. The drama and emotion provide us with rich creative territory to explore. Everyone has their own reasons for why they want a particular house and that’s what we’ve demonstrated – like the pregnant woman swatting away her husband’s hand for example…..I think that may have actually happened to me.”
The TVC was shot by Tim Bullock and will air on Sunday June 22 nationally. ‘Don’t be the one left feeling sorry’ campaign elements will run out across mainstream, digital and social channels over the coming weeks.
Client: Westpac
Lisa Ronson, Head of Mass Marketing Services, Australian Financial Services
Susan Coghill. Head of Advertising, Mass Marketing Services, Australian Financial Services
Bella Howe, Senior Advertising Manager, Mass Marketing Services, Australian Financial Services
Alex Medina, Senior Advertising Manager, Mass Marketing Services, Australian Financial Services
Executive Creative Director: Darren Spiller
Creative Director: Glen Dickson
Art Director: Chris Andrews
Head of Broadcast: Simon Thomas
Senior Broadcast Producer: Sophie Simmons
Managing Director DDB Australia: Andrew Little
Managing Partner: Mandy Whatson
Senior Business Director: Kristofer Taylor and Livia Montalto
Account Executive: Josh Bulafkin
Planning Partner: Nick Andrews
Creative Services Manager: Vince Tillyer
Head of Traffic: Diana Czechowska
Production House: Bullock Commercials
Director: Tim Bullock
Producer: Adrian Shapiro
DOP: Andrew Lesnie
Sound: Paul Le Couteur – Flagstaff Studios
Music: Track: “I’m Sorry” by Albritton/Self, Universal Music Publishing. Licensing of publishing & Re-record by Level Two Records.
Offline Editor: Michael Houlahan – Method Studios, Melbourne
Online Editor: Jamie Scott – Method Studios, Melbourne
Grade: Edel Rafferty – Method Studios, Melbourne
Media: MediaCom
17 Comments
I’ve never wanted to punch a kid in the face really hard so so much. What’s his name? And where can I find him?
Says more about Australi’as inflated property market than a bank’s ability to lend money.
and to think that that sad scene is played out every weekend in every town and city across the country is being used as a reason and marketing strategy to go with a bank.
sad.
Does this all come off a bit mean-spirited? Or are these the times we live in and what will resonate with punters?
Would love to know the research results on this one.
Nice reveal thought though – not trying to diss the creative here (for a change).
Never hated a bank more than after viewing this ad.
It might be all the above but I love it. And I love that the kid is a bastard just like his parents, who beat everyone at the auction.
I’m sorry, but this taps into the ‘me me me me’ culture that pervades everything at the moment – doesn’t come across as mean spirited or negative at all, just makes you feel you’re not a chump for going with Westpac.
Well done.
Another Westpac full of unhappy ,weepy people.
Is this the beginning of a new genre?
For fuck’s sake guys cheer up a bit.
Oh and they can’t be serious about that end super-Home Own proudly supportedetc etc.
Home Own??
So the lucky family won the bid and potentially over payed for their dream home. What the hell does Westpac or any bank have to do with it winning your dream home. Flawed and rubbish, banks don’t give you dreams they charge you for them…get it right planners, you should know better.
So, you’d rather have another bank ad full of ‘shiny happy people holding hands’? Do you work in this industry or are you determined to destroy any sign of anything original? Were you one of those kids who smashed ants because it made you feel big and because the ants were smaller than your pee pee?
I feel for you bro. Not because you don’t like this ad, you’re entitled to that. But because you hate anything that is the opposite of convention. And that makes me think ‘What the fuck is this guy doing in a ‘creative’ industry?’.
But that’s my problem to deal with.
Hope the Bondi Cigars aren’t getting to you over there.
What a shit of a bank. Glad I sued them and won in 2009.
The ‘opposite of convention’-really?
Multiple vignettes at an auction accompanied by an old Patsy Cline number.
Oh how original!
Get a fuckin’grip on it son!
so…
how can westpac help you win?
The bank pre-determines your borrowing capacity based on a number of factors. Income, liabilities etc. Is this saying Westpac will give you more money so you can buy that house but ultimately be worse off because of irresponsible lending? So the dicks with the tape measure missed out because their limit was crossed?
Awful ad, mean spirited and shows the worst of human nature. Maybe WBC should focus on lowering their home loan rates to meet the other banks rather than spending money on nasty and smug ads.
This is a really nasty ad. So the joy of buying a house is upsetting other people? Pretty gross. I’m a westpac customer, by the way, with a decent whack of a mortgage in Melbourne. It actually makes me think about my options.
People aren’t actually like that. And if they are, maybe I need to move to another country.
Who sings this song?
One of the worst ads ever. No one wants to reminded of the pain of missing out on the house you wanted because you were outbid to buggery. Then there’s the butchering of Brenda Lee’s hit “I’m Sorry” by a generic sounding modern day female vocalist and then there’s that brat of a kid with that evil look on his face!! Home Owns… what a load of shit.
Saw this a couple of days ago and was shocked that any reputable company would allow such a smug, mean spirited ad to go to air in their name. I just had to google it to see that I wasn’t alone in thinking this. Glad that I found I wasn’t … message to all concerned at the ad agency and at Westpac that allowed this … you’ve made a mistake.