As 2021 begins and with the stamp duty holiday in place until March, one home building company wants to encourage a nation obsessed with home renovation, to buy new.
Redrow revealed its new TV ad on Channel 4 on Boxing Day. Created by Bolton based Absolute, the ad features a family who have made the mistake of taking on a renovation project during the winter months. They sit in a freezing unfinished room, wrapped up in coats, hats and scarfs as wind, and even a rogue plastic bag, blasts through the house.
The ad has been placed during spots of popular home renovation programmes such as Kirstie and Phil’s Love It or List It and will be on air throughout January. In addition to TV, the campaign will appear in print, across social and digital channels as well as on radio.
The current campaign is the third in a series which aims to show the pains and pitfalls taking on a renovation project can bring. The first two ads launched on digital channels in August and November respectively, after the decision was made to postpone TV advertising due to the changing Covid restrictions and stamp duty announcement.
Absolute Creative Director Simon Allman says: “The popularity of home renovation programmes has led to an increase in the number of people buying ‘fixer upper’ type properties, but the dream sold very rarely matches the reality. It can be a messy and stressful process and more often than not, goes over budget.
“We wanted to highlight some of the problems that can arise when tackling a renovation. The situations shown have been exaggerated for comedic affect, but I think anyone who has taken on a resale project in the past will find some aspects very relatable.”
Dominic Walker, Marketing Campaign Manager at Redrow, said: “The new campaign shows there is a better way to live – a brand new home that encompasses stylish modern interiors with timeless exteriors.
“We loved Absolute’s concept and creative, especially the use of humour and after a successful digital launch in Autumn, we’re really happy to get the campaign on to TV screens.”
The advert was shot by the Gate production company in Manchester, directed by Barry Kimber.
Watch the ad campaign here: https://www.youtube.com/watch?v=0z9cz1PvjB0.
