Savills launches ’emotional’ TV advert to attract upsizers and downsizers

Savills has ‘gone all emotional’ within its new advertising campaign which broke over the weekend on TV, highlighting how the firm ‘knows what it means to move’ whatever your age.

The ad is also being played in cinemas alongside Kenneth Branagh’s new Poirot film released on September 15.

Telling the story of a family growing together, it uses a height chart scribbled on a doorframe to capture snatched moments of family life, until the day comes to move.

The story ends as the empty nester parents carry out their final few boxes, poignantly conveying how hard it can be to leave a place that has meant so much.

But there are fresh beginnings: a young family moving into the home, opening the door for new memories to be created.

This concept is not new – other property firms including Rightmove have taken a similar ‘growing up’ angle on the housing market in the past.

prime markets

“Despite increasing price sensitivity across the market, our regular client surveys tell us that buyer commitment in our key prime markets has recovered from its lowest point in late 2022, particularly amongst those least reliant on borrowing or who need to relocate, says Andrew Perratt (pictured), Savills head of UK residential sales.

“This campaign will speak directly to downsizers who represent over a quarter of our sellers, many motivated to sell to help younger generations, and upsizers who make up over half of buyers.

“Cash and reserves of equity are increasingly at play in this market, with cash buyers accounting for four in ten of our sales year to date, rising to 66% in prime central

London, a factor which underpins the resilience of the prime markets relative to the mainstream average.”

As well as being on TV, the film’s messages and visuals will be rolled out to other media including print, bus sides, major rail station sites and in Savills branches.

Watch the film.