In some markets, the price of homes are enough to make you fall out of your chair – or fly in it.

TD is conveying the topsy-turvy nature of the mortgage market by upending the typical advertising convention of couples finding their dream home by instead showing people sent airborne in their chairs.

“Mortgage Rollercoaster” is informed by the uncertainty of the housing market in the face of unpredictable economic forces. But, like other advertising from TD, there’s an expert on hand to provide comfort, in this case grounding the would-be buyer and empowering their decision-making.

“Purchasing a home and getting a mortgage can be a big, life-changing decision, and recent rate and housing market volatility has left many customers feeling uneasy,” says Ashley Martin, AVP of marketing for real estate secured lending at TD. “We’re focused on helping customers take control of what may feel like an overwhelming experience and supporting them through a range of flexible mortgage options and personalized advice from our dedicated mortgage specialists.”

Martin tells strategy it was important that TD acknowledged how the volatility of today’s market can make some customers feel, and the role that the bank can play in providing flexibility and advice. It hasn’t been a typical market or experience for many home buyers and it required a campaign that reflected that.

According to Martin, TD has consistently featured flexible mortgages in campaigns but historically has been referencing how flexibility can help customers navigate a variety of unexpected life events.

“We align our mass campaign timing to what we see in housing market trends in order to reach our audience during the peak buying season; however, we also maintain an always-on presence through digital media,” Martin says.

The core audience for “Mortgage Rollercoaster” is prospective home buyers, whether they be first timers or repeat buyers.

This is a full-funnel campaign with traditional TV, connected TV, OLV, OOH, search, social and display, with TV and OLV as the primary channels. Ogilvy, which also handled the bank’s Super Bowl spot, handled creative, while Unison did the buy.

The national ad campaign will broadcast three TV spots from now until July 9. The broader “Mortgage Rollercoaster” campaign extends to an  OOH, digital and influencer campaign led by TD’s internal agency A361 and Diamond that will include a variety of spots on YouTube, Facebook and Instagram.

“Our media investment has remained in line with previous campaigns; however, we have increased investment in top of funnel media, including TV and OLV, in order to deliver a stronger reach against this new creative platform,” Martin says.