Wedding Bill Blues - ad for Champion Mortgage - Brief Article

Brandweek,  June 18, 2001  by Becky Ebenkamp

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In a museum's Hall of Mistakes, visitors are led through lifelike dioramas of early man's foibles (Fire: Bad!),hair atrocities (a thinning-on-top metalhead perm) and "Mark Peters, who sadly failed to refinance his home when the rates were low." In other Champion ads, a couple rents the basement out for livestock auctions in order to get money for their home, and a bride's father stands up at her wedding. In lieu of a toast, he peppers his maniacal laughter with a confession that he has no idea how he's paying for it.

Product: Home equity loans

Marketer: Champion Mortgage, Parsippany, N.J.

Agency: The Martin Agency Richmond, Va.

Market: Local TV and cable in major metros

Key players: Martin: Steve Bassett, creative dir; Josh Gold, Ken Hines, copywriters; Sean Riley art director

COPYRIGHT 2001 BPI Communications, Inc.
COPYRIGHT 2001 Gale Group