Still from one of two new ads written by BBH and directed by National Television of Not To Scale for new homeowner loan comapany, Fair & Square

Let’s face it: the Homeowner Loan sector isn’t well known for its beautifully crafted television advertising. Unless, of course, you feel magically transfixed by seeing Carol Vorderman endorsing the consolidation of all your existing debts by taking out a FirstPlus loan – or cinematically wowed by the ad in which a particularly annoying, apparently football-obsessed wastrel proclaims, “You can really talk to those people at Picture”, while his wife films him on a video recorder they clearly should never have bought…

However, despite unfavourable odds, a new ad – for a homeowner loan company, called Fair & Square – caught our eye last night. Sure, it still offers a similar service to the other, annoyingly familiar homeowner loan companies advertising at the moment, but this ad actually looks good. In fact, it looks like some lost 1960’s film title sequence by Saul Bass. Or an experiment in animation by Bridget Riley. Or something. How can this be true? – we hear you cry. Well, we’re not sure, but it is and here is the film we spotted on telly last night: (it’s about 14M so be patient, it will take a minute or two to be ready to play:

Actually this film is one of two ads for Fair & Square directed by National Television at Not To Scale, written by Andy Brittain and Yu Chang at BBH. The Jazzy guitar soundtrack was created specially by Bugz In The Attic’s Matt Lord through music production company hearnoevil.tv. Here’s the other film for your perusal –