Zoopla: Picture Frame

Zoopla, the UK's most comprehensive property destination, is set to launch a major marketing campaign on Boxing Day. The campaign will unveil Zoopla's new positioning - 'We know what a home is really worth' - and will target house hunters across TV, YouTube, VOD, OOH, display and social. Zoopla's new campaign is the first with its new creative agency Lucky Generals. There are two 30-second executions. Each shows slow-motion shots of people enjoying their new homes in different ways. In 'Picture frame' the entire ad is accompanied by a mysterious banging and squeaking that might just sound like a bed being vigorously jumped on. As the camera pans through a half-unpacked flat, the banging gets louder as it focuses on a picture frame being rattled against a wall by banging from the bedroom on the other side. The narrator, Diane Morgan (star of BBC Two’s comedy Motherland), explains that for new owners Tia and Jake, it’s the first time they haven’t lived with Jake’s parents. In 'Power Tools', dust floating through a soft-focus sunlit room creates a serene and beautiful scene, as a woman in a dust mask and goggles attacks a wall with a power sander. Morgan says: “What really sold it to her was the thrill of being free to do whatever she wants with the place”. The shot pulls back to show, what is these days known as a real fixer-upper, with bare plaster walls, dust sheets and no carpets, as Morgan dryly says “crikey, good luck with that, love”.