Rosapark Dramatises the Struggles of Living with Your Ex for New IAD Campaign

Created in 2008, IAD stands out for its new decompartmentalised model, becoming a real "game changer" on the French real estate market. By digitising physical agencies, it offers a more efficient and competitive service to end customers - revolutionising the market. Agents are their own bosses - with their own objectives and constraints - and working in their own time which allows them to be ultra-available to customers.

After a first campaign together last year aimed at expanding the network of advisors, IAD and its agency Rosapark are teaming up again to address property sellers, this time by focusing on timing and the importance of having an advisor who’s actively involved - something essential at this stage. Whether selling your property alone, as a couple or a family, it’s a significant and emotional moment.

But things aren’t always so rosy... hence the importance of having the right advisor by your side - one that’s attentive and available.

For its first TV ad, IAD and Rosapark wanted to highlight the professionalism of the network’s advisors, using a humorous and offbeat tone specific to IAD's DNA. The campaign starts with a simple observation: living with your ex is hell. If you have to live together while waiting for your house to sell, it’s better to have an agent who’s actually involved.

Directed by Victor Saint-Macary (Ami-Ami), 'You Have a New Message' features a divorced couple who are going bonkers after months of living together. It’s only when they’ve reached the point of no return, dramatised by a very cinematographic sequence, that they get a call back from their advisor promising to handle their dossier. There are numerous examples of couples tearing into each other in the cinematic world – think The War of the Roses, Mr. & Mrs. Smith – and this was a chance to pay homage to the genre in an advertising context.

Internauts can also take part in the campaign by tweeting about the worst memories with exes #LePireQuandTuVisAvecTonEx (#TheWorstWhenYouLiveWithYourEx). In turn, IAD will post short videos of their advisors answering the most commonly asked questions, highlighting their expertise and professionalism.