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Purplebricks ditches ‘commisery’ in favour of less aggressive TV adverts

Promotion of Vic Darvey to the position of CEO coincides with a softer approach taken within its latest TV advertising campaign.

Nigel Lewis

Purplebricks has ditched its ‘commisery’ line of TV adverts featuring milk-covered men, wobbly potters and other ‘faces of commisery’ in favour of a slightly cuddlier approach to marketing.

The hybrid agency has been running adverts featuring the commisery tagline since December 2016.

But under the leadership of new CEO Vic Darvey the company has switched from attacking fellow estate agents and is instead focussing on the benefits of the company’s core offerings, including its LPEs.

The advert also features the company’s new tagline (left), which is ‘You’ll be totally sold’ replacing ‘Save yourself from commisery’.

The new advert is a stop-motion film created using a Wallace and Gromit-style animated couple called Tony and Judy who sing the praises of their ‘brilliant’ estate agent called Sebastian, who knows everything about the area and is a safe pair of hands, the voice-over claims.

“We thought Purplebricks was just online so we thought we wouldn’t get an actual person, but it turns out we needn’t have worried,” the two characters say.

Gemma Schmid, Head of Brand Marketing and Communications at Purplebricks, says: “The next stage of our growth is to champion the positive experience of our customers. If home-sellers have any doubts about the quality of our service, the testimony of our customers speaks for itself.

“Commisery has catapulted Purplebricks into the estate agency mainstream over the last three years and made us famous for challenging the outdated commission model.”

August 6, 2019

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