Last year, Ameriquest made a big splash with a few commercials that ranged all the way to making it look like someone was about to kill a pet in order to make a point with its "Don't Judge Too Quickly. We Won't" campaign. The idea, which is Advertising 101 - attempt to separate yourself from your competitors - works like a charm, because it uses examples so extreme, yet so explainable, that it epitomizes what many people complain about in the mortgage-acqusition process - the fact that it sucks and that there are extenuating circumstances for things that might make you look bad otherwise.
The first ad, "Doctor," shows what happens when the paddles (yep, the paddles) are used in the slaying of a housefly in a hospital room, just as a man's family strolls into the room. "Yeah, that killed him." Thumbs up from me. Check out "Doctor" here, at Ameriquest's site.
