11.02.11

FirstBank "Mortgages Made Easy" ad campaign

Print Ads, Consumer

A specific new campaign, by Colorado-based TDA_Boulder departs from FirstBank’s long-running brand advertising built around saving. Focusing on easily-obtained mortgages, (a product little advertised in the current economy) it includes TV, transit, print, outdoor and online. The lending campaign targets three audiences, first-time home buyers, experienced home buyers and real estate investors, with minimum household incomes of $70K, $90K and $110K. Newspaper ads running in the Denver Post take a jab at the industry’s confusing jargon; a site-specific transit ad, posted on the sides of 30 glass-paneled bus shelters in urban Colorado, is a hand-lettered For Sale sign that pokes fun at real estate advertising;  and "Stress," a 30-second TV spot opens with a harried home buyer and the voiceover “From time to time the process of obtaining a mortgage can be somewhat stressful.”

Barrett Brynestad, TDA_Boulder, art director; Jeremy Seibold, TDA_Boulder, writer; Jonathan Schoenberg, TDA_Boulder/Thomas Dooley, TDA_Boulder, creative directors; Clay Williams, MJZ, director; Eric Steelberg, MJZ, director of photography; Susan Fisher, TDA_Boulder, agency producer; Patty Paz, Cosmo Street, producer; Clarissa Troop, MJZ, line producer; Eric Stern, MJZ/Yvette Cobarrubias, Cosmo Street/Susie Boyajan, POP?Sound executive producers; Katz, Cosmo Street, editor; Zoe Mougin, Cosmo Street, assitant editor; Yvette Cobarrubias, Cosmo Street, executive producer; Zac Fisher, POP?Sound, engineer; Joseph Garten, POP?Sound, assistant engineer.

tdaboulder.comefirstbank.com/mor ...