The private housing developer is using the ads, titled “The Optimist” to promote shared equity schemes such as the Government backed Homebuy Direct as well as its own scheme.
The ad features the voiceover of actor Max Beasley and has been created by The Union. Media planning and buying has been handled by Space and Time.
The developer says the campaign is breaking with traditional housing advertising norms to educate people that “now IS the time to buy.”
“With this advertising campaign, we are stepping outside of the expected norm with both the style and message by delivering a very direct and clear statement that there is reason to be optimistic,”, says Miller Homes national sales and marketing director.
The advertisement is being piloted initially in the North East TV region. Supporting activity includes radio and an email and SMS campaign.