In spring 2022, 70% of homes were subject to bidding wars and 33% of those home purchases were all-cash deals. So Better launched the Better Cash Offer, turning regular, hardworking people into cash buyers.

In April, Michael Rosenau and I needed to create two campaigns: one for Cash Offer, and one for Better’s everyday low rates. And we needed them on-air before the heart of homebuying season in July. We pitched two concepts with a few short scripts, a handful of Michael Bay GIFs, and a dream—a few weeks later, we were shooting in Austin, Texas with the Butterworth Collective.

Cashbuying Boss

With the Cashbuying Boss campaign, we wanted to tap into how hardworking people would feel when they learn that they can buy a house with cash—then explain how Better is making that possible in real life.

Deliverables: TV, OOH, Radio, in-store kiosks, paid media.

:30 Broadcast | All 3 Cashbuying Bosses

:30 Broadcast | Cashbuying Librarian Boss

:15 Broadcast Cashbuying Librarian Boss

Retail kiosks throughout Dallas

Look Before You Lock

Better offers low rates, but more than half of all homebuyers don’t actually compare mortgage rates when choosing a lender. So we wanted to find a way to remind those homebuyers to look around, and then lock a low rate with Better

Deliverables: TV, radio, paid media

:15 Broadcast | Look Before You Lock

:30 radio spots across both campaigns

Paid ads

We made :06 cutdowns from the TV spots to run on social, testing different clips and intro hooks to

During this production, we were simultaneously shooting the TV spots at one house, shooting photography in the garage of a second house, and recording radio with the talent in a van around the block. Also it was over 100°.