Lifestyle Communities launches 4th TVC installment via By All Means

Lifestyle communities has launched the fourth installment of its TVC series featuring characters Richard and Donna, via By All Means.

The announcement:

Lifestyle Communities (ASX:LIC), creators of communities for like-minded retired, semi-retired and working Australian downsizers, has launched a new TV commercial via By All Means.

The new TVC, produced by AIRBAG, is the fourth in an ongoing series that By All Means has created for Lifestyle Communities, which once again features the return of mid-60s couple, Richard and Donna, navigating the next phase of their downsizing journey.

The new 30 second commercial sees Richard and Donna making the most of the world-class facilities, having moved into their brand new Lifestyle Communities home, set on the backdrop of an architecturally-designed Clubhouse. However, they experience a moment of realisation when their daughter arrives at the old family home to drop the grandkids off for a day with Nan and Pop.

“We’re delighted to share the latest chapter in our ongoing TVC series featuring our much-loved downsizing couple, Richard and Donna. During this latest instalment, we see them enjoying the fruits of their labours on the doorstep of their new home”, commented Carmen Petropulo, Head of Marketing at Lifestyle Communities.

“At Lifestyle Communities, we’re champions for facilitating bigger, more enhanced lives for our homeowners, and we don’t underestimate just how big a step it is for them to downsize their homes. With a shared desire to do things differently, we are delighted by the talented team at By All Means’ ability to perfectly capture the benefits of downsizing to a Lifestyle Community, delivered in a way that beautifully aligns with our brand voice and our brand positioning.”

With more than 20 communities around Victoria, each equipped with an architecturally-designed Clubhouse, world-class facilities, and low maintenance homes, Lifestyle Communities is encouraging Australians to consider downsizing their family home to enjoy the perks that come with having enough money left over to do the things they’ve always wanted to do.

“Working with the Lifestyle Communities team on the latest chapter of this story has yet again exceeded all expectations”, commented Toby Cummings, Creative Partner at By All Means. “Their ceaseless commitment to challenging their category in new and exciting ways makes them a client we’re proud to work alongside. We can’t wait to reveal what else we have in store.”



Client – Lifestyle Communities

Managing Director: James Kelly

Head of Marketing: Carmen Petropulo


Agency – By All Means

Managing Partner: Mat Cummings

Account Manager: Zoe Potter

Creative Partner: Ed Howley

Creative Partner: Toby Cummings

Creative: Jess Wheeler

Creative: Jacob Redding

Creative: Ash Gotti

Audio Production: James Starnes (Bang Bang)


Production Company – AIRBAG

Director: Ben Saunders

DOP: Simon Walsh

Producer: David Curry

Post Producer: Nick Venn

Managing Partner: Adrian Bosich

Production Manager: Jess Junor

Editor: Michael Houlahan

Online: Chris Reynolds

Colour Grading: Martin Greer

Source: By All Means media release


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