Advertising for PIK Zero-Percent Mortgages
A poodle, a cat and a pigeon narrate PIK’s mortgage campaign.
The Clients created a tactical advertising film series for PIK’s 0% mortgage offer for 12 months, extending the existing “Zakvartiriya” campaign. The brief was to communicate the rate without turning the brand into a price list, so the films spend most of their runtime on wide views of PIK neighbourhoods before revealing a poodle, cat, or pigeon as the uncertain narrator.
Insights
- PIK’s 2020 offer of a 0% mortgage for 12 months had to fit its existing Zakvartiria campaign. The residential environment remained the main visual subject.
- Drone and handheld footage moves through courtyards, parks, a school and recreation areas while an unseen narrator speculates about their appeal.
- The narrator is revealed at the end as a poodle, cat or pigeon. Each admits to not understanding mortgages, giving the product message a deadpan ending.
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