Applying for a mortgage can be a hellish process--and online mortgage broker Habito takes that idea to extremes with a bold animated ad in which the innocent applicant appears to be torn apart by demons.
In the film, as the man opens a long and complicated mortgage application form, he's attacked by ghoulish hands that rip away all his money and possessions, even yanking out his gold tooth. Finally, they appear to be leaving himself a ghost of his former self--until he finds the Habito app and enters a heavenly state instead.
Set to “Machine Gun,” by Dutch band Noisia, the spot is the first work for Habito created by Uncommon, the agency launched by former Grey creative chairman Nils Leonard earlier this year.
Leonard says: “Is getting a mortgage sometimes so stressful that you feel like 100 evil dead hands are robbing you of everything including your teeth and pulling your soul out of your body? Honestly, sometimes."
The TV campaign follows print work launched earlier this month by Habito and Uncommon, featuring illustrations by California-based artist Jimbo Phillips, on the same heaven-and-hell theme: on one side a graphic and comically-grim vision of mortgage hell, on the other, a depiction of fluffy clouds, celestial rays and winged house-keys destined for homeowner-heaven.