Ameriquest Mortgage created a memorable TV campaign with a series of spots centered on the theme “Don’t Judge Too Quickly.” Each spot features someone in a perfectly innocent situation that doesn’t seem so innocent to other characters who walk in at just the wrong moment.
The campaign has a solid theme which is executable in a variety of fresh ways. Each spot is funny, simple, and memorable. However, when I first saw these spots I was a little surprised that they were advertising a mortgage company. The creative approach to each ad just didn’t feel right, considering the client. Take a look at a some of the spots below and tell me whether you think the strategy was smart move for Ameriquest.