Habito launches TV ads

Michael Lloyd

April 5, 2019

Online mortgage broker Habito has launched two 10-second TV adverts.

It aims to highlight the so-called ‘plight’ of UK mortgage-holders and would-be homeowners, portraying that Habito is there to help them. This follows Habito’s ‘Hell or Habito’ TV ads which first aired in Autumn last year.

Abba Newbery, chief marketing officer at Habito, said: “Our ads are deliberately colourful, playful and irreverent. But while the scenarios are heavily dramatised they reflect an all-too real truth: that people find the process of getting a mortgage utterly hellish.

“Our insights tell us that two thirds of people suffer from mortgage stress and £15.5bn is wasted on mortgages every year because homeowners are paying too much interest.”

“Frankly that is unacceptable. For too long the odds have been stacked against customers. Baffling jargon and a lack of transparency when it comes to switching means they are completely disempowered.

“At Habito we’re turning the mortgage market on its head and putting customers back in the driving seat.”

Launched this week, the first animation features a male protagonist who suffers such extreme anxiety and stress that the room fills with his sweat causing him to drown in it, but not before he is attacked by a shoal of rabid piranhas.

The second animation features a female character who, trapped and engulfed by the remortgage paperwork and mounting costs that surround her, succumbs to grotesque tentacles that emerge from the stacks of documents to suffocate and literally squeeze the life out of her.

Both, thankfully, end happily with a timely release from death-by-mortgage delivered by Habito, which aims to make mortgages easier and better.

As with the previous ‘Hell or Habito’ TV spots, Uncommon worked with Strange Beast on the animations while Dutch band Noisia once again provide the frenetic soundtrack to the mortgage hell depicted.

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