M&C Saatchi has unveiled its first television spot for Bryant Homes since winning the account in August.
The 40-second commercial is based on various observations on how people like to live with and around each other.
The ad opens with a time-lapse shot of a tower block and its grounds, showing the bustle of activity as an example of the need for open space. It then moves on to demonstrate how people also crave light, using a sunbathing woman moving up her lounger to avoid an advancing shadow.
Tourists having their photograph taken in front of a castle depict how people value beauty. Finally, the spot cuts to a crowded beach scene where viewers are shown an example of how people enjoy a neighbourly environment - but when a couple start snogging, we are reminded that there is still a need for privacy.
The commercial ends with a voiceover concluding: 'Before we lay a brick, these are the needs we accommodate.' The ad closes with the line: 'Bryant Homes. Anything else is just a house.'
Tim Duffy, the managing director of M&C Saatchi, said: 'We want to establish Bryant Homes as the vanguard new homes builder at a time when the building industry is about to face fundamental changes.'
Lorraine Morrissey, Bryant Homes' director of marketing, added: 'Ads for new homes are like wallpaper - we have reached the stage where there is little to differentiate the major housebuilders. M&C Saatchi has developed a strategy for us that differentiates Bryant in a way that enhances its value to all audiences.'
The ad will air on Boxing Day during the Manchester United versus Aston Villa game. It will run nationwide for several months. Four press executions will follow.
The ad was written by Paul Hodgkinson and art directed by Malcolm Poynton.
Nicholas Barker at Academy directed the spot. Media will be handled by TCS.