Ameriquest Don’t Judge Too Quickly
Ameriquest Mortgage Company provided the world with four excellent spots shown during the 2005 USA Superbowl.
Suprise Dinner
A guy’s preparing a beautiful dinner for a romantic evening. Just as he’s cutting up the meat, the cat jumps on to the stove and knocks over the saucepan. There’s red sauce all over the floor. Still holding the knife in one hand he picks up the cat in the other. At this very moment the love interest opens the door…
Parking Meter
A guy’s caught short without coins at the parking meter. There’s someone issuing fines just along the road. Desperate, he runs into the nearest shop. As he comes out he bumps into a woman and child he obviously knows well. “What are you doing”, she asks? At this point the shopkeeper comes out to say he’d left his wallet behind… We look up to see that the shop sells adult movies…
Mini Mart
A guy’s talking on the phone to a colleague about a financial deal. “You’re getting robbed”, he says over the phone. At this point the shopkeeper attacks him with mace, hits him with a bat and calls in reinforcements from a woman who attacks him with a stun gun.
Mother-in-law
A woman tells her husband, “I don’t hate your mother”. So saying, she takes breakfast up the stairs. He notices that she’s left the coffee pot behind. Upstairs she’s found one of the mother-in-law’s pillows has fallen on the floor. As she adjusts it her husband walks in and drops the coffee pot in shock – did he catch her about to smother his mother?
The tag line on each video… “Don’t judge too quickly. We won’t”
Credits
The campaign was created by advertising agency DDB Los Angeles. On the DDB team were creative director Helene Cote, art directors Feh Tarty and Michael Mittelstaedt, copywriters Pat McKay and Josh Fell, and agency producer Vanessa McAdam.
Production company Morton Jankel Zander (MJZ), provided director Craig Gillespie, director of photography Rodrigo Prieto, producer Deb Tietjen, and executive producers David Zander and Lisa Rich.
Editor Haines Hall works with Spot Welders who host ‘Surprise Dinner’ as a 3 mb quicktime video.
Sound was designed by Tom Ozanich, while music was composed by Mikael Sandgren from Soundelux DMG
Postscript
Ameriquest in May 2006 decided to close all 229 retail branches and cut 3,800 jobs, in the wake of the subprime mortgage crisis. Apparently the company had taken the ‘We won’t judge too quickly’ approach too far. The parent company, ACC Capital Holdings, was bought by Citigroup in 2007.
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Posted in Inspiration, TV Ads Cinema and Online Videos
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(4.92 out of 5)
None of the YouTube links exist anymore.
FYI
These are fantastic commercials!