J. Walter Thompson builds a new relationship with Homebuyers Centre and launch The Coach
Homebuyers Centre has launched a new campaign via J. Walter Thompson after awarding the agency the national account, following a creative and strategic pitch in August.
Homebuyers Centre was established in WA over 24 years ago and has been a growing presence in Victoria since 2009. To date, the brand has built homes for over 30,000 Australians.
J. Walter Thompson Business Director, Doni Savvides said “Homebuyers Centre has always been a category-leading player. They innovate and the market follows, so we’re looking forward to building on their leadership credentials and setting the bar for brands in the first homebuyer market.”
The new campaign features The Coach: the first homebuyers’ antidote to procrastination. The work including TV, online film, social, digital, radio, outdoor and print has already launched in Victoria and hits WA this week.
“The Coach’s job is to stand at the sidelines of your life, motivating you to make your first home happen,” said Dav Tabeshfar, Creative Director, J. Walter Thompson Perth. “He’s tough on timewasters, but only because he cares; He knows what you’re capable of and it frustrates the hell out of him to see you sitting on the bench, when you could be out there winning.”
Homebuyers Centre National Marketing Manager Faun Crabtree has high hopes for
The Coach.
“We are a demanding client! We asked for an idea that would work as hard for our brand as it would for our enquiries. We’re confident that if anyone can, The Coach can.”
Credits
Agency: J. Walter Thompson Perth
Executive Creative Director: Simon Langley
Creative Director/Writer: Dav Tabeshfar
Art Director: Tim Newton
Agency Producer: Amanda Slatyer
Production Co: Beautiful Pictures
Director: Paul Komandina
Sound Design: Brainestorm
Post production: The Office of John Cheese
The Coach: Jay Walsh
Client: Faun Crabtree
Coach photography by Luke Carter Wilton
11 Comments
There’re enough ads on air already that shout at me, this is better, but i still tuned out.
Nice job all round.
Its not easy to sell interesting work in this category. Nice work and nice butt slap.
Great work!
Nice work indeed. Good to see a bit of genuine humour in a first homebuyer ad. Well done Dav and Co.
Not forgetting JWT Print Producer extraordinare, Mr Allan Hollis.
Pretty good. Did you think of using a real footy coach like Mal Brown or K Sheedy. Or if budget was an issue, a local like Johnny Todd or Ron Alexander?
@kegs… I was going to give you a swift uppercut for that ridiculous comment. But I’m guessing you’re a footy player and you’d probably give me a Barry Hall in return.
@maxwell….I think @kegs is suggesting any real coach would be better than a pretend one and would have made the ad memorable….just saying.
@just saying… Wrong. I think the agency did a great job creating their own ‘character’ for the campaign. What would a real coach add? Would K Sheedy really be seen slapping that homebuyer’s butt? This Homebuyer coach lets you get away with scenarios/dialogue that just wouldn’t work with a real coach. And Ron Alexander? Who the hell is he to anyone in the market for a new home?
What made this ad memorable is great writing and great casting. Good onya JWT for delivering a concept like this in a pretty tough market!
Love everything about this. Really well-written, directed, acted and edited.
Using a real coach would detract. The ‘new-home coach’ is spot on.