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Ugly showcases joy of owning your own home in first Uno Home Loans campaign

Uno Home Loans has released the first campaign advertising its online home loan service since handing its creative account to Ugly – the year-old outfit founded by TBWA Sydney’s ex executive creative director Gary McCreadie, Anomaly Amsterdam’s founding partner and CEO Hazelle Klonhammer, and M&C Saatchi’s former head of strategy Ross Berthinussen.

The brand’s previous agency of record, Sydney’s Archibald Williams, launched campaigns targeting dishonest and secretive mortgage brokers, as well as big bank costs. The campaign from Ugly, however, showcases the joy of being home alone in your own, owner-occupied space.

The campaign relies on the idea that once a borrower “wins” at home loans, the rest will fall into place.

It shows a woman in her element – in track pants dancing around the house and revelling in its various features – before she snaps back to reality, in which other potential owners are perusing the house.

Ugly ECD McCreadie said the campaign aimed to separate Uno from the stigma that the home loan industry is bland and inflexible.

“The home loans industry can be rigid and stubborn. Most people find the process very much in favour of the system. We wanted to create an ad that feels the opposite of these things, simple and empowering, to align with the attitude and personality of uno’s brand. You should feel good when you get your finances sorted and buy a home. It’s a good time, right? You shouldn’t feel like you’ve been stiffed.”

Uno Home Loans’ chief marketing and strategy officer Kirsty Davison said the Win at Home Loans campaign encapsulated the feeling of beating the home loan system and the elation of winning.

“Getting a home loan is one of the biggest financial decisions most people will ever make, but the process has long been fraught with complexity, jargon and mountains of paperwork – making it hard for customers to know if they’re getting the best deal.”

Client Credits

  • Kirsty Davison – Chief Marketing and Strategy Officer
  • Erin Fryer – Head of Marketing

Agency Credits:

  • Creative – Gary McCreadie
  • Senior Producer: Katie Harper
  • Managing Director: Hazelle Klønhammer
  • Strategy: Ross Berthinussen

Production Credits:

  • Production Company: Rabbit
  • Executive Producers: Lucas Jenner & Alexandra Hay
  • Director: Lachlan Dickie
  • Offline edit: Adam Wills
  • Online Post Production – White Chocolate
  • Sound Design and Mix: Rumble Studios
  • Music Supervision: Music Mill

Media Credits:

  • Media Agency: Blue 449
  • Julia Amouyal – Client Partner
  • Marcel Hashimoto – Client Manager
  • Max Broer – Strategy Director
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