The Drum Awards Festival - Extended Deadline

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By Imogen Watson, Senior reporter

September 24, 2018 | 2 min read

Habito doesn’t hold back with arresting animation that, with the help of 100 evil dead hands, humorously illustrates that you ‘don’t have to go through hell to get a mortgage.’

Juxtaposing the 'hellish' confusion, cost, time and stress generally associated with mortgage applications, with its 'heavenly' easier experience, the online mortgage broker wishes to capitalise on the general dread that engulfs consumers when they need to apply.

In the gory animation, made by agency Uncommon, the protagonist is shown at the beginning of his mortgage journey.

As the mortgage application unfolds into a never-ending application form covered in graphs and non-enticing text, he is presently whammed in the face by a body-less hand, that's not too dissimilar from Thing in the Addams family – though certainly less courteous.

The animation then accelerates into pace, with an army of hands mugging our mortgage man for all he’s worth. Coins, cash, even his gold tooth, the hands become increasingly sinister, robbing him of his spine, and eventually his soul.

Most people’s vision of hell.

Abba Newbery, chief marketing officer at Habito said: “As with our posters, the TV creative is loud, bold and humorous - something you just don’t come across in the world of mortgage advertising. We really hope that, while heavily dramatised, our animation resonates with people. We know that people are currently overpaying, that they suffer from mortgage stress, that they’re confused by the whole process. At Habito, we’re changing that - less cost, less time, less jargon. It’s the way mortgages should be.”

Nils Leonard, Uncommon founder, added: “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.”

Habito: advert-body-2 by Uncommon Creative Studio

By Habito

Overall Rating 5/5

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