By Egotist / /
Clayton, one of the largest home builders in the nation, has launched a new campaign for prefab homes created by Made. The 60-second hero spot aims to disarm consumers who have never lived in a manufactured home and plays up the customizable features they expect in luxury brands. According to the U.S. Census Bureau, the average price of a new site-built home with land is nearing $400,000 — much higher than what off-site homes sell for. The advertising focuses on the style, fashion and beauty of these homes, which are available at an attainable price point at a time when consumers need value more than ever.
“The spot speaks to everyone being held hostage by home prices. It tells them there are beautiful homes built a different way. Homes they can afford. And it does so in the mesmerizing visual language normally reserved for luxury brands,” said Dave Schiff, Founder and Chief Creative Officer at Made.