Housebuilding company Redrow has launched a new TV campaign where it looks to highlight the pitfalls of taking on a renovation project.
Created by Bolton-based Absolute, the ad features a family who are sitting in a freezing, unfinished room after taking on a renovation project during the winter months.
The ad has been placed during spots of popular home renovation programmes such as Kirstie and Phil’s Love It or List It and will be on air throughout January.
In addition to TV, the campaign will appear in print, across social and digital channels as well as on radio.
The current campaign is the third in a series, with the first two airing in August and November respectively.
Absolute’s Creative Director Simon Allman said: “The popularity of home renovation programmes has led to an increase in the number of people buying ‘fixer upper’ type properties, but the dream sold very rarely matches the reality. It can be a messy and stressful process and more often than not, goes over budget.
“We wanted to highlight some of the problems that can arise when tackling a renovation. The situations shown have been exaggerated for comedic affect, but I think anyone who has taken on a resale project in the past will find some aspects very relatable.”
Dominic Walker, marketing campaign manager at Redrow, added: “We loved Absolute’s concept and creative, especially the use of humour and after a successful digital launch in Autumn, we’re really happy to get the campaign on to TV screens.”
The advert was shot by The Gate production company in Manchester, directed by Barry Kimber.
