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Podcast: Scratch: CMO Interviews
Episode: How ‘Batshit Crazy’ Advertising Can Actually Work with Abba Newbery of Habito
Description: Abba came to Habito from a background in media and is now proud to make “batshit crazy mortgage ads” that speak to Habito’s strong purpose of setting people free from the hell of getting a mortgage. Abba explains that everything they do creatively comes from customer insights and admits that they do it “in a ludicrous manner.” There are, for example, TV ads showing animated characters being gruesomely killed by their mortgages, and the admittedly gorgeous print campaign depicting the mortgage kama sutra, and the erotic novel called The Road to Completion that promises “to put the moans back into yo...