Rightmove is to launch its latest TV advertising campaign on Christmas Day during Channel 4’s The Great Christmas Bake Off which kicks off at 8pm.
The ad, which is the latest in a series with the tagline ‘When life moves, make your Rightmove’ by agency Fold7, is a grittier look at the reasons why people move home compared to its website slogan ‘Find Your Happy’. All the ads feature the same Sam and Dave song, Hold On.
First debuted in 2015 featuring a stairs-averse retired man dreaming of a bungalow, Rightmove’s latest ad stars a middle-aged man battling to find time to read his car magazine in peace and quiet as his children romp around the family home. Happily, he eventually moves to a home with a man-shed at the end of the garden.
Called ‘Outnumbered’ Rightmove says it contains ‘relatable day-to-day experiences to inspire people to reassess their current home environments and consider whether their homes still match their needs and ambitions’, the blurb says.
The ad series is an odd one. Research over the years by portals and agents alike repeatedly shows most home moving decisions are taken, or heavily influenced, by women and yet Rightmove’s ad once again focuses on a man’s experience.
After its debut on Christmas Day the ad is due to be blitzed across TV, digital and social media into 2019.
“Christmas is one of the many trigger points for people realising they need more space in their home, as it’s often the time when our home is most full,” says Iain Kennedy, Head of Marketing at Rightmove (left).
“More than that, it’s also a time when people start to look to the year ahead, making January one of the busiest months for people searching on Rightmove. We hope this ad resonates with many people over the festive period.”
Agents can judge for themselves before it hits the small screen: