Uncommon redesigns Kama Sutra for Habito mortgages

The Kama Sutra doesn’t usually spring to mind when you’re looking for a mortgage but it has in the fevered imagination of Uncommon Creative Studio, with new print campaign for mortgage broker and lender Habito, featuring work by acclaimed Israeli artist Noma Bar.

Habito CMO Abba Newbery says: “Our adverts are always based on a truth – whether that be the inordinate cost, hours-spent or stress of getting a mortgage. This research shows that the mortgage industry still creates hellish levels of worry which has real impacts on how people live their lives. Getting a mortgage shouldn’t cause us to fall out with our partners.

“Habito fundamentally exists to make the process easier so homebuyers can get on with enjoying themselves, wherever and however that might be! The Kama Sutra was a fun way to bring this issue to life via Noma’s wonderfully simple and smart designs.”

Uncommom co-founder Nils Leonard, never one to allow an opportunity to pass by, says: “Habito are all about disrupting a tired and complacent category, we loved working with the excellent Noma Bar to safeguard the UK’s sex lives during the hell of mortgage hunting.”

Uncommon overdoes it at times when in ‘look at me’ mode (like its BrewDog howler) but the agency – or creative studio – has brought something new and fresh to the London ad scene.

This is clever and on target.

MAA creative scale: 9.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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