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Dominion Lending Centres breaks Our House campaign

Vancouver-based mortgage and leasing company Dominion Lending Centres has begun a new national advertising campaign called "Our House." The campaign, developed by Q Media, is aimed primarily at millennial-aged consumers, first time buyers and executive business buyers. It will run in English and French on CTV, TSN, Global, GTV and CBC. It will also run in Landmark Theatres nationally in December. Media buying is being handled by DSA, with public relations provided by Laura Ballance Media Group.

The initiative began this weekend with two 15- and 30-second executions depicting people in need of new housing. The first features a character representing outgoing US president Barack Obama, while the second depicts new parents of quadruplets. A third execution featuring Santa Clause will be released in late November, to be followed by four additional ads in 2017. The ads conclude with the tagline "We've got a mortgage for that."

"We wanted to show a lighter side of DLC that demonstrates we have a mortgage solution for anyone regardless of the circumstances in their lives," said Dave Teixeira, the company's vice-president of marketing, public relations and communications. "We use 'Our House' to evoke fond memories people have of the song and the emotional connection they have to their home. Ultimately, we're letting Canadians know DLC can help secure the right mortgage at the best rate."

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