Turning traditional mortgage advertising on its head

Date: 7 February, 2017

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Our new campaign for AIB seeks to challenge the way that hopeful home-owners look at the commitment of a mortgage. Directed by Zak Emerson, ‘The Last Repayment’ features real AIB customers who have just completed their mortgage.

“As a segment, selling mortgages has become incredibly clichéd, often featuring the picture perfect young couple enjoying the first day in their very own home; choosing paints, unpacking boxes, happily surviving without furniture. We looked to turn all of this on its head. What if we could show potential homeowners their future by showing them the end of the journey?” explains Patrick Ronaldson, Director of Strategy & Founding Partner, Rothco.

The stories told by the couple in the commercial are completely their own. Their unique journeys, from finding the right house to making it a home, are brought to life with photos and home videos from the family archive. By showing the end of the process rather than the beginning, Rothco and AIB are helping customers look at this somewhat daunting decision from the perspective of those that have done it and lived to tell the tale.

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