SPIELBERG PROTÉGÉ’S “HOUSING UNITS-2: THIS TIME IT’S PERSONAL”.

HOUSING UNITS

PRESS RELEASE

April 13, 2011.

SPIELBERG PROTÉGÉ’S “HOUSING UNITS-2: THIS TIME IT’S PERSONAL”.

Nick Fox video.

Phil Hawkins video (1) (2) (3) (4)

Paul Barnes video (1) (2)

Photos

TV ad.

Manchester-born film director Phil Hawkins, one of Steven Spielberg’s tips for movie greatness, has returned to Failsworth to direct a second work for leading retailer Housing Units.

Phil has teamed up with Manchester-based AIR Creative to produce Housing Units’ first-ever 60-second TV ad, which features the voice of actor Sean Pertwee.

It has been shot entirely on location at the store’s north Manchester retail park – and steers well clear of the sector-dominant sofas-wardrobes-and-beds style production. That it was also filmed on a hand-held camera highlights the natural and relaxed tone.

Phil, an award-winning former Manchester Xaverian College student, has been named as one of the young movie makers who most caught the legend’s eye.

And the people who caught Phil’s eye were the cast of the new ad: virtually everybody starring in the ad either works at Housing Units, or is related to Housing Units staff.

The challenge facing the team was to showcase Housing Units’ massive product range, plus the overall scale of Housing Units’ vast array of departments, without making it look like a living catalogue, but, crucially, to get over the key point that it’s all about personal service in the family-run and orientated store.

“The sequel is always going to be tough, and we thought that 60 seconds would make it easier – but it didn’t: using the staff, and featuring some of the new retail units and departments means this ad has no option but to be packed with people and action,” said Nick Fox of Housing Units (video).

“It’s not a list of products, it’s about the lifestyle customers enjoy, and the way the staff operate and interface with those customers.”

Paul Barnes, Managing Director of AIR Creative, said: “It just isn’t possible to convey the full scale of Housing Units’ offering in 30 seconds. (video)

  

“We needed some way of getting all of that across – the range, quality of service, attention to detail - and establishing a bigger picture in customers’ minds.  Housing Units is not just somewhere else that sells sofas. 

“The store is genuinely unique and enjoys real loyalty from its customers, so we wanted to tap into the goodwill that the brand already has, and convey that to a wider audience.  But, above all, we want people to make an emotional connection with the store.”     

Housing Units – known for its top-hatted doormen - was established in 1947. It is a family-owned furnishings retailer based in Wickentree Lane, Failsworth, Manchester M35 9BA, next to Junction 22 of the M60. It stocks 30,000 high-quality lines across a range of departments in two buildings and a crescent of specialist shops, and prides itself on its unique style of customer service, the value of its goods and the shopping experience it provides.

Ends

Further information:

Iain Macauley

0161 929 0446/07788 978800

im@pressrelations.co.uk

www.housingunits.co.uk