Who: HomeEquity Bank, with Zulu Alpha Kilo for strategy and creative; We Are Undivided for production (directed by Oren Kaplan); Zulubot for post-production; Alter Ego for FX; Oso Audio for music; OMD Canada for media.
What: "Ask Yourself," a new campaign featuring former CBC national news anchor Peter Mansbridge, who was recently named the bank's "strategic communications consultant." Actually, the spot features
What: "Ask Yourself," a new campaign featuring former CBC national news anchor Peter Mansbridge, who was recently named the bank's "strategic communications consultant." Actually, the spot features
many Mansbridges.
When & Where: The campaign debuted on Jan. 8 with a 30-second spot running across TV, digital and social media.
Why: The campaign is once again aimed at getting older Canadians to consider tapping into their home's equity to have what it describes as "more opportunity and flexibility" in their later years. Reverse mortgages allow senior homeowners 55 and older to extract the equity they’ve built up in their home, either by way of a tax-free lump sum, or monthly payments.
According to HomeEquity bank president and CEO Steve Ranson, people 55 and over will account for one-third of Canada's population this year. Many, he said, have questions about what the future of retirement looks like.
How: HomeEquity Bank first enlisted Mansbridge to promote its CHIP product with a 2022 content series called "Peter Mansbridge, In Conversation,” in which the longtime CBC news anchor spoke with Ranson and executive vice-president Yvonne Ziomecki-Fisher about reverse mortgages.
At the time, we said that the content series "follows the reverse mortgage marketing playbook by putting forward a trusted figure to talk about the product, explain how it works, and hopefully allay any fears and/or uncertainty surrounding the product."
The new 30-second spot features Mansbridge, who retired from CBC in April, 2017, addressing questions about retirement in a press conference. In a concept reminiscent of the famous "Malkovich? Malkovich" scene in the 1999 movie Being John Malkovich, all of the journalists in the press conference are actually Mansbridge.
The OG Mansbridge—who, if we're being honest, likely has no need to tap into his home's equity to fund his retirement—explains to himself that "retirement is not an ending" but instead represents an opportunity to find "new purpose, passions [and] financial possibilities.
"It can be...whatever you choose to make it," he concludes. "Couldn't have said it better myself," says one of the Mansbridge journalists in attendance. The spot concludes with an entreaty to audiences: "Ask what the CHIP Reverse Mortgage can do for you."
Zulu Alpha Kilo creative director Brian Murray said that the effect of multiple Mansbridges was achieved by having him act out the full commercial from every seat in the press conference, with the shots later combined by the effects team at Alter Ego.
And we quote: "Planning for retirement can be very personal, and many people understandably don't always know how to evaluate what's right for them. We're proud to be collaborating with one of the most trusted interviewers in Canada to help guide and empower people to live retirement on their terms with confidence." — Vivianne Gauci, senior vice-president, customer experience, and chief marketing officer, HomeEquity Bank
[videopress Tnq6Hssb]
When & Where: The campaign debuted on Jan. 8 with a 30-second spot running across TV, digital and social media.
Why: The campaign is once again aimed at getting older Canadians to consider tapping into their home's equity to have what it describes as "more opportunity and flexibility" in their later years. Reverse mortgages allow senior homeowners 55 and older to extract the equity they’ve built up in their home, either by way of a tax-free lump sum, or monthly payments.
According to HomeEquity bank president and CEO Steve Ranson, people 55 and over will account for one-third of Canada's population this year. Many, he said, have questions about what the future of retirement looks like.
How: HomeEquity Bank first enlisted Mansbridge to promote its CHIP product with a 2022 content series called "Peter Mansbridge, In Conversation,” in which the longtime CBC news anchor spoke with Ranson and executive vice-president Yvonne Ziomecki-Fisher about reverse mortgages.
At the time, we said that the content series "follows the reverse mortgage marketing playbook by putting forward a trusted figure to talk about the product, explain how it works, and hopefully allay any fears and/or uncertainty surrounding the product."
The new 30-second spot features Mansbridge, who retired from CBC in April, 2017, addressing questions about retirement in a press conference. In a concept reminiscent of the famous "Malkovich? Malkovich" scene in the 1999 movie Being John Malkovich, all of the journalists in the press conference are actually Mansbridge.
The OG Mansbridge—who, if we're being honest, likely has no need to tap into his home's equity to fund his retirement—explains to himself that "retirement is not an ending" but instead represents an opportunity to find "new purpose, passions [and] financial possibilities.
"It can be...whatever you choose to make it," he concludes. "Couldn't have said it better myself," says one of the Mansbridge journalists in attendance. The spot concludes with an entreaty to audiences: "Ask what the CHIP Reverse Mortgage can do for you."
Zulu Alpha Kilo creative director Brian Murray said that the effect of multiple Mansbridges was achieved by having him act out the full commercial from every seat in the press conference, with the shots later combined by the effects team at Alter Ego.
And we quote: "Planning for retirement can be very personal, and many people understandably don't always know how to evaluate what's right for them. We're proud to be collaborating with one of the most trusted interviewers in Canada to help guide and empower people to live retirement on their terms with confidence." — Vivianne Gauci, senior vice-president, customer experience, and chief marketing officer, HomeEquity Bank
[videopress Tnq6Hssb]
