"The perception of the auction industry has undergone a radical shift in the last few years. Auctioning as a sales mode is now seen by sellers as a prosperous business move. This is the coveted positioning we have been striving for to launch our big brand advertising," says Aucor Group CEO, Chico da Silva.
Melissa McCulloch, copywriter, The Firehouse, says, "The angle we took was to show the gross exaggeration of assets becoming a liability and through humour portrayed this in an everyday situation."
The ad depicts a business man getting up to greet a visitor in his office who is unable to even reach the handshake because he is literally chained to a bundle of unused office furniture. The message is clear: Don't let your assets become a liability.
According to Da Silva, the phones had already started ringing at the Aucor headquarters after the ad had only flighted a few days - mostly clients not recently heard from wanting to get back into the fold.
