Agency Network: 
June 2008
First Security Mortgage Services:  Addition


Print advertisement created by 22 Squared, United States for First Security Mortgage Services, within the category: Finance.

Advertising Agency: 22squared, Tampa, USA
Creative Directors: James Rosene
Art Director: Danny Corrales
Copywriters: James Rosene, Ryan Stafford
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Guest commenter's picture

james rosene is more than just good. he's great.

Guest commenter
scarfinati's picture

good writing. effective ad. me likee

not a fan of the art though, those light backgrounds. There was a great chance to use some visuals of structural materials, house materials...the paper on a background falls flat

Activity Score 843
Art Director
Jet Propulsion Lab's picture

I think the art is just fine. Does the job without being too in-your-face. Anyone who's ever sat down with a loan officer at a mortgage company can definitely relate to the look and feel of the ad. The mix of no-nonsense visual and the slightly tongue-in-cheek lines complement each other just perfectly. I think it's very appropriate.

Jet Propulsion Lab
Activity Score 10679
Guest commenter's picture

James Rosene is good. Don't know the other folks.

Guest commenter
Dud in PA's picture

I like this a lot. The art direction is perfect because it doesn't get in the way. Those forms are cold and all part of the experience of signing your name 50 effing times. I'd put it in my book. Good to see Stapelton's name again.

Dud in PA
scarfinati's picture

Disagree. the ads are emotional -- they play on our physical reactions to stressful events. The coldness of the art direction doesn’t use that to its advantage...

Paper forms on a page fall flat for me as ads, unless the idea is f*cking amazing...

Activity Score 843
Art Director
Calibarak's picture


Activity Score 302
mdimmer's picture

These are very smart. Some of the best stuff I have seen up here like this in a while. Perfect balance of art direction and writing. Cheers.

Activity Score 83
Creative Director at ad world
A.G. Pennypacker's picture

I couldn't agree more! Perfect marriage of writing and art direction. Kids, this is how you write headlines. This is the kind of stuff that gives me wood.

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
krautland's picture

quite smart and dead-on the money for probably a lot concerned homeowners right now.

these might make great business cards for this patrick storch.

Activity Score 3214
Art Director at erm... no calls please.
Guest commenter's picture

james rosene is more than just good. he's great.

Guest commenter
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