Now here is how you make a commercial for a mortgage. As part of their "last repayment" series, Allied Irish Bank introduces us to Máire on the last day of her mortgage. We get her backstory: She was married and living in France with two daughters. When they were one and five, the marriage fell apart and she moved back to Ireland. The home represented more than a roof over their heads. It represented stability. Family. A place where they can feel safe and secure and do whatever they want to do, including ironing in the sunshine if they wish.
What is also great about this spot which allows the homeowner to speak in their own words, is that it isn't idealized. This is no "your home: day one," where you're choosing the paints and adjusting the white picket fence. The home looks lived in, as it should.
The camera finds these wonderful moments that tell the story of this family: the blue light from the TV flashing through the window, the pencil outlines showing the kids height and age. And the kids, now grown themselves, hanging out on the back steps. Everyone is comfortable in this environment because they aren't acting. They're being themselves.
Sometimes magic comes from subtlety. Really nice spot.

Client: AIB
Agency: Rothco
Agency Producer: Al Byrnes
Executive Creative Director: Alan Kelly
Creative Director: Ray Swan and Emma Sharkey
Art Director: Ray Swan
Copywriter: Emma Sharkey
Finished Art: David Gallagher and Gerry Cole
Business Director: Jimi McGrath
Account Director: Caitriona Ní Laoire
Account Manager: Karen Kenny
Strategy: Patrick Ronaldson and Casey Smyth
Digital Strategy/Connections: Emer Fitzgerald
Photography: Robert J Wilson
Director: Zak Emerson
D.O.P: Ben Moulden
Photography Retoucher: Robert J Wilson
Music: Dead Light
Post Production: Windmill Lane
Producer: Grainne Tiernan - Butter Productions
Post Production Supervisor: Nicola Pillai
Editor: Lee Hickey
Sound: Locky Butler

Leave a comment

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.