Howatson+Company’s Richard and Jeremy Give Insight into Newest Domain Campaign
Howatson+Company launched Domain's new branded platform that highlights all the highs and lows of the property market. Using comedy and realism to convey everything the platform features, Howatson+Company have shown that comedy is a valuable tool within the industry.
Directed by Trent O’Donnell, who is known for his comedy on series' such as, Collin from Accounts, Ghosts and No Activity along with the Aussie legend Rose Byrne and Hollywood star, Bobby Cannavale the campaign sees the pair interrogating a school principal at a spin class, posing as removalists and staking out the neighborhoods they plan to buy in.
Howatson+Companys's executive creative directors, Richard Shaw and Jeremy Hoggs spoke to LBB's Casey Martin on why comedy within the industry can be effective in relaying a brands message and how brands can use comedy to it's fullest potential if they choose to. Find all the details about the campaign here
LBB> These spots showcase all the trials and tribulations of finding property within the market but in a way that is comedic, relaxed, and hopeful. Was this a goal of H+C, to provide audiences with this feeling?
Richard & Jeremy> Yes it was. The phrase “cost of living” has become the 2023 version of “in these unprecedented times”. People who own a home, who are trying to buy, sell or rent are really feeling the economic pressure. But we all know that, it’s universal. We didn’t want to hold a mirror up to the tough times and morbidly stroke our chin in empathy. We wanted to offer a moment of light-hearted relief and present a solution to the bits we can help with.
People genuinely go to crazy lengths to make sure they make the right property decisions — it is the biggest financial decision of our lives. So we used those lengths as inspiration and pushed them in a comedic space people can identify with and ultimately take away Domain can help.
LBB> Do you believe that brands and agencies tend to shy away from using comedy as a way to get the brand message across? If so, why do you believe that is the case?
Richard & Jeremy> There are studies that show over the past 20 years the use of comedy in advertising has declined. We’ve seen the rise of purpose and the decline of comedy. But comedy is proven to be a highly effective way to communicate to an audience, because when done well it creates better cut through and brand affinity.
We wouldn’t say it’s agencies that shy away from it, but you need a bold marketer, which is exactly what the Domain team have proven.
When you only have 30 or 60 seconds, it’s easy for the joke to be the first casualty in a script for seemingly more important words. Like the fat content of your yoghurt. But if no one is paying attention, no one will hear about the fat content of your yoghurt anyway.
The comedy can’t be frivolous because you want to be a stand-up comedian funded by a brand. But directed comedy works.
LBB> In your opinion, do you believe comedy to be an integral part of the industry?
Richard & Jeremy> Absolutely. As the science says, comedy is proved to connect with an audience. No matter who you are, life is busy and sometimes sucks. If a brand can deliver a moment of lightness who wouldn’t like that brand more and be more open to what we’re offering?
Plus, around the world people’s favourite ads are often built on comedy, we can’t lose that as an industry. “Where’s the beef?”
LBB> When storyboarding and creating this spot, what were you excited to achieve? What were the highlights?
Richard & Jeremy> Once we knew we had Rose and Bobby we wanted these to feel like the viewer dropped into a comedy series you’d watch on Netflix or whichever streaming service you prefer. We wanted the coverage while filming to reflect this, so the camera angles are really simple and almost all static. Just like a sitcom.
We also managed to tempt Trent O’Donnell to direct them who is the creator and director of some brilliant comedy series for networks like CBS and Netflix. From there we knew we were in safe hands.
The highlight was the faith from the client. They went all in on this campaign and trusted the process. We’re all proud of the outcome.
Oh and Bobby Cannavale said we were really funny.
