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Clayton, one of the largest home builders in the nation, launched a new campaign for prefab homes created by Boulder-based marketing firm Made. The creative launched on broadcast, … read moredigital, social and streaming radio sites. The media buy for the integrated campaign, which consists of audio, banners, pre-roll, carousel and billboard video components, will include Facebook, Instagram, Spotify and Pandora as well as broadcast, Over-the-Top and Connected TV providers.
“Homes built off-site offer higher quality, more value and a smart solution to the affordable housing crisis in America,” said Kevin Clayton, CEO of Clayton. “This campaign was created to help more families realize they can attain a beautiful, quality home without sacrificing modern amenities. Off-site construction can make the dream of homeownership a reality by leveraging innovative building practices, automation and bulk purchasing power.”
“Clayton is uniquely positioned to bridge the affordability gap using both on-site and off-site home construction methods,” said Clayton. “Our goal as a company and industry is to democratize luxury and provide attainable homeownership for all families.”
As the 60-second hero spot opens, a casually dressed young woman walks into a large, empty warehouse—it’s a home-building facility. As Mel Tormé’s jazzy version of “Comin’ Home Baby” starts up, she enters a peacock-colored door that’s lowered into place, hangs her coat on a rack that emerges and proceeds to live life with her family in this pad in progress.
Bit by bit, the stark setting transforms into a dream home around her. Walls erect and recede to make room for bookshelves. A sofa is placed under her as she is sitting down and her feet are propped on a matching ottoman. The constantly moving camera follows family members (a pacing husband, a pajama-clad child) roaming through the place as both the home, and a great life, come together. The ad ends with an epic pull-through shot where we discover the home is now in a beautiful outdoor setting, where the family resides.
“And just like that,” a title card reads. “A dream life is something you can afford.” The tagline: “That’s Prefabulous®. Clayton.”
The ad aims to disarm consumers who have never lived in a manufactured home and plays up the customizable features they expect in luxury brands. According to the U.S. Census Bureau, the average price of a new site-built home with land is nearing $400,000–much higher than what off-site homes sell for. The advertising focuses on the style, fashion and beauty of these homes, which are available at an attainable price point at a time when consumers need value more than ever.
“The spot speaks to everyone being held hostage by home prices. It tells them there are beautiful homes built a different way. Homes they can afford. And it does so in the mesmerizing visual language normally reserved for luxury brands,” said Dave Schiff, Founder and Chief Creative Officer at Made.
This is the second campaign Clayton has produced in association with Made, their Agency of Record.
read less...Business Affairs: Xandra Ess
VP of Marketing: Mike Duncan
Vice President of Retail Marketing: Carl Hill
Director Digital Marketing: Pat Egan
Creative Manager: Bree Smith
Director of Photography: Chris Mably
Production Service Company: Amazing Productions
Music Supervision: Good Ear Music Supervision
Visual Effects Producer: Perry Tate
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