Launches National Ad Campaign

Internet mortgage banker Inc. has launched its first
national print advertising campaign.

The humorous, offbeat campaign developed by Benenson Janson underscores’s personal approach and mortgage experience with the tagline
“real bank, real mortgages, real personal,” in contrast to other mortgage

Spending was not disclosed.

“Watch out for mortgage brokers spinning tall tales,” says the first ad.
“With this launch campaign, we’re focusing on the slimy element that creates
fear and apprehension in the mortgage process,” said Benenson Janson
Executive Creative Director and Co-Chairman Andrew Janson.

“Our creative
approach pokes fun at these fears and sinister elements, while focusing on
the real, respectable brand.

“The new advertisements communicate that we are an established, reputable
mortgage banker with the know-how and personal service that have
traditionally been associated with a bricks and mortar mortgage banker,” said
Ed Capuano, CEO of

The four-color, two-page spread campaign is scheduled to appear in Talk,
Madison, Business Week, Fortune, Kiplinger’s Personal Finance, Money,
Business 2.0, Entrepreneur, Mutual Funds, and Your Company. will launch its television advertising campaign on cable
networks in January 2000. The campaign also includes spot radio and billboard
advertisements throughout the New York metropolitan area.

Benenson Janson clients include the Planned Parenthood Federation of America, and Beverly Clark.

News Around the Web