Habito Shorts: ‘Sweat’, ‘Tentacles’ and ‘Pinata’
Trilogy of TV commercials continues the disruptive "Hell or Habito" campaign established in 2018, dramatising the plight of UK mortgage holders and would-be homeowners.
Agency: Uncommon
Press: marketingweek.com
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Director: Andy Baker
Production Company: Strange Beast
Storyboard Artist: Barry Reynolds
Lead Character Designer: Serge Seidlitz
Background Design: Reuben McNaughton, Andy Baker
Background Painting: Ivan Aguirre
Editor: Kingsley Bailey
Animators: Bianca Beneduci Assad, Campbell Hartley, Knifeson Yu, Maki Yoshikura, Sean Weston, Yino Huan
Colour & Clean-up Animators: Eloise Garlick, Jamie Hobbs, Maria Morris, Matt Armitage, Ned Mackness, Oscar Barany, Toby Mortimer
Compositor: Johnny Still
Continuing on from the revolutionary ads created in 2018 for Habito, the 2019 trilogy of commercials re-established the (humorously) hellish animated world of getting a mortgage. Boosting ad awareness from 2.57% to 12.65% with prompted brand awareness 2.5 times higher than previous years, the breakthrough spots also brought start-up Habito in line with their established market leader despite only spending under half as much on said activities.
'Sweat' sees a man suffer such extreme anxiety from reading his mortgage application that he nearly drowns in his own sweat, before rabid piranhas attack him. In 'Tentacles' a woman succumbs to grotesque tentacles that emerge from stacks of remortgage paperwork. In 'Pinata' a man becomes a human pinata and is beaten for all his money by his mortgage applications. All three are saved by Habito, that delivers the characters to heaven.
