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Ad of the Week: AIB and ROTHCO Turn Traditional Mortgage TVCs On Their Heads

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Rothco has launched a new campaign for AIB which seeks to challenge the way that hopeful home-owners look at the commitment of a mortgage.

Patrick Ronaldson, Director of Strategy & Founding Partner, Rothco explains. “Because the human brain is built to worry about surviving, we find it hard to project ourselves into our future and the ‘right here and now’ tends to take priority. This is even true of choosing a 30 year Mortgage, where we found customers were frequently persuaded by short-term offers and struggled to conceptualise long-term value. We sought to address this by helping people project themselves into their future via the concept of ‘their last mortgage repayment”.

The stories told by the couple in the commercial are completely their own. Directed by Zak Emerson, 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.

For AIB the films are a testament to the belief and determination it takes to create a home – one that AIB backs every day with every new mortgage.

“When it comes to mortgages, AIB is all about supporting our customers throughout the lifetime of their mortgage. The idea of featuring customers on the last day of their mortgage seemed like such a fresh and different way to highlight our support to those looking for the right partner to buy a home,” says Brian Keating, Group Propositions and Brands Director, AIB.

In addition to TV, the campaign will also cover online, video, social and print. The Campaign launched on February 6th 2017.

Credits:

Agency: Rothco
Advertiser: AIB
CMO AIB: Tom Kinsella
Group Propositions & Brand Director: Brian Keating
Group Brand Director: Mark Doyle
Head of Recruitment/Brand Engagement: Nuala Kroondijk
Agency Producer: Al Byrnes
Executive Creative Director: Alan Kelly
Creative Directors: Ray Swan and Emma Sharkey
Art Director: Ray Swan
Copywriter: Emma Sharkey
Finished Art: David Gallagher and Gerry Cole
Business Director: Jimi McGrath
Account Director: Caitriona Ni Laoire
Account Manager: Karen Kenny
Strategy: Patrick Ronaldson and Casey Smyth
Digital Strategy/Connections: Emer Fitzgerald
Photography: Robert J Wilson
Director: Zak Emerson
D.O.P: Ben Moulden
Music: Dead Light
Post Production: Windmill Lane
Producer: Grainne Tiernan – Butter Productions
Post Production Supervisor: Nicola Pillai
Editor: Lee Hickey
Sound: Locky Butler