Creating advertisements for business to business products does not have to be boring. First American had a a collection of services that they called Bundled Services. The advertisements were going to run in title, and real estate trade publications. Flipping through the one of these trades the most obvious thing about the ads is the trite nature of them. Mediocre tends to run rampant so instead we we more a consumer route—after all business people are consumers too.
Bundle of Joy
This concept was based on the idea of making the bundle of services a bundle of joy, after all the products in the bundle make the customers life easier and who wouldn't enjoy that. The Bundle now being a baby created a great juxtaposition to the business environment.
Get Simplified
This concept we were focused more on the emotion the user might feel. the hope was that you could push the campaign forward with collateral stating "get simplified".
