Services: Script | Casting | Location Scouting | Filming | Post-production
Approximate Project Time: 8 weeks
Price Band: £AoR
There are a lot of equity release providers in the over 55 marketplace all vying for attention and customers. Your Time wanted a DRTV commercial (direct response) to help cut through this noise and to be seen as one of the leaders and as a trusted provider. When producing a DRTV commercial it is important, as the name suggests, to be direct in all aspects of the adverts messaging. With this in mind it was decided that the best treatment for this project was to present a loving couple who were over 55, as this demographic is what equity release is aimed at. A house with a clean, timeless interior with a colour scheme that enhanced the talent and then two messages, one practical and one emotive. The practical message was to buy a new kitchen, as we all want a new kitchen! The emotive message was helping their daughter get on the property ladder with her young baby.
Long term collaborator, TV commercial director Nick Sneath brought Echo Video on-board to handle a wide variety of different aspects of the production. This was all backed up by trusted DRTV commercial specialists and media buyers, ARM Direct who put together the cost effective media plan for this client.
Production of the TV advert was filmed over one day on location with a small crew and only two actors. The advantage of using a house (once you’ve found a suitable one) is that most of the hard work is done for you and the art department is only required to make some small tweaks to the interior design. During the edit, once the sequences had been pieced together we included all the onscreen ‘call to action’ graphics, another very important part of a DRTV commercial and all the legals so it conformed to UK advertising laws.