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For Central Capital (while at DBA) – the loan provider needed a direct response TV commercial to run alongside other materials we wrote for them. So we hired a team to direct, cast and shoot our script.
Knowing that news is a powerful tool to grab attention we devised this as concept and theme. It worked.
The actors were able to rattle off benefits as news points, which complemented the ticker stream of data essential for television (so info gets across even when the sound is turned down).
The commercial ran successfully across national (ITV, Channel 4/5) and satellite (Sky) channels.