Savills launches ‘emotion-focused’ TV advertising campaign

Savills has launched a new multi-media advertising campaign focusing on the role of emotion in moving home whatever the life stage.

The campaign went live over the weekend across cinema, national print, social media and out of home.

With a ‘We know what it means to move’ strapline, the advert tells the story of a family growing together, using a height chart scribbled on a doorframe to capture snatched moments of family life, until the day comes to move.

The story ends as the empty nester parents carry out their final few boxes, poignantly conveying how hard it can be to leave a place that has meant so much.  But there are fresh beginnings: a young family moving into the home, opening the door for new memories to be created.

The film’s messages and visuals will be extended into other media including print, bus sides, major rail station sites and in Savills branches. 

The campaign was created for Savills by adam&eveDDB.  

Directed by award-winning director, Billy Boyd Cape, creator of campaigns including for the NHS, Nike and ITV, his aim is for viewers “to experience all the joy, frustration and magic of the family’s story, resulting in a film that is richly atmospheric, beautifully cinematic and emotionally powerful.”

Andrew Perratt, Savills head of UK residential sales, said: “Despite increasing price sensitivity across the market, our regular client surveys tell us that buyer commitment in our key prime markets has recovered from its lowest point in late 2022, particularly amongst those least reliant on borrowing or who need to relocate. 

“This campaign will speak directly to downsizers who represent over a quarter of our sellers, many motivated to sell to help younger generations, and upsizers who make up over half of buyers. Cash and reserves of equity are increasingly at play in this market, with cash buyers accounting for four in ten of our sales year to date, rising to 66% in prime central London, a factor which underpins the resilience of the prime markets relative to the mainstream average.”