MANILA, MARCH 11, 2013 – There has been an unspoken rule about doing real estate ads: show the building (or the best part of the place such as the pool or garden area); add a celebrity, preferably someone who is in almost every primetime show, movie or noontime shows; or add a happy family, one where the parents are mestizo or mestiza looking; and a call-to-action tagline, something like "Live the good life at XYZ Residences".
All these elements seem to entice people to buy a house or a condo unit in search of the good life that the ads portray. But Y&R Philippines and Kassel Residences took a different, if yet undiscovered, route: showcasing a kangaroo with six other kangaroos in its pocket and a tagline saying, "Time to get a place of your own."
The ad showed no magnificent high-rise building or enchanting amenities and no promises of the good life. Instead, it speaks to every Filipino’s living situation which is to address the tendency to put up with extended families and overcrowded households.
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CREDITS
Executive Creative Director: Badong Abesamis
Creative Director / Art Director: Herbert Hernandez
Copywriter: Badong Abesamis
Retoucher: Ringo Francia
Illustrator: Pilipino Reyes
