Equitable Bank: Frances

Equitable Bank, provider of the lowest reverse mortgage rates in Canada, debuts a new creative platform that aims to connect on an emotional level with older Canadian homeowners who might be feeling stressed about their finances and retirement outlook. In the campaign film, Equitable Bank takes a backseat to the two main characters, Frances the homeowner and her fancy-pants house, but shows up as the glue that helps her and her long-time home stay together.
Agency: The Hive
Directed by Ryan Ebner, via production company Feels Like Home, the :60 second film opens with Frances telling us what the reverse mortgage from Equitable Bank means to her, and what it means to her house. In an unexpected twist for the viewer, Frances’ house begins to speak in a stereotypical snobby, accent borrowed from old television programs that the target would remember like Dynasty and Frasier. The two banter back and forth and show the strong emotional bond between the two long-term friends. A warm hug and sprinkler tears close out the spot before reminding viewers to call Equitable Bank for the best reverse mortgage rates in Canada.