Online agent YOPA has launched a new set of TV adverts that replace its previous ‘Village People’ approach, featuring what appear to be customer testimonials of people recommending its services.
But instead, the characters featured in the ads turn out to be in bizarre situations that stop them using YOPA.
This includes a woman stuck in a boring dream (right), a seaman entombed in ice on his sailing ship (see below), and a man who is only two inches tall and lives in a bean tin.
But unlike competitors such as Hatched and Purplebricks, YOPA stays clear of making price comparisons with traditional high street agents, as its previous ads did.
The new ads, which include the firm’s recently-launched new logo and colour scheme, instead focus on how YOPA’s ease-of-use, latest technology and a “dedicated local estate agent” make its offering irresistible, as well as its “low, fixed fee”.
All the thirty-second long ads sign off with the line “I’d definitely use YOPA to sell my home, but unfortunately….” Followed by a voice-over that says “Seriously, Why Not?”. The campaign will also appear in print and on the radio.
The TV ads, which were commissioned by YOPA’s Chief Marketing Officer Gav Thompson (pictured, right), were created by London agency Lucky Generals, while the previous Village People ads were created by Publicis.
“Yopa plans to disrupt the world of estate agency, so our brand deserves some great, disruptive, brand-building advertising,” says Gav Thompson who before joining YOPA worked with Lucky Generals on campaigns for betting firm Paddy Power and drinks firm CIC, which owns Bulmers Cider and Tenants Lager.
“It is perhaps no surprise I have turned to my old comrades, Lucky Generals, who have a proven track record of delivering the goods for me when I need something exceptional.”