BDSM Ads: Masochism

This cheeky advertising campaign reveals that more people than it seems are into BDSM (and this is why)

French property management company wants ‘Bellman’ to be your safe word

The owners of flats or houses tend to take time to change their real estate agent, even if they are not satisfied with the current one. This is the main reason that has led the French real estate management company Bellman to create a brazen advertising campaign in which it claims that whoever is willing to put up with frustrating service must be a masochist.

The action is based on a study carried out by Bellman with Harris Interactive in November 2021. This indicated that almost half of the respondents, 45%, who were co-owners of a home said they were dissatisfied with the management company in charge of their co-ownership .

Developed by the Steve agency , the campaign presents four images of a person at home doing daily activities, such as vacuuming or watering the plants, while dressed from head to toe in a bodysuit associated with BDSM.

The eye-catching cutscenes are accompanied by lines like, ” If you’re stuck with your building manager not answering after 36 calls, you’re probably going to enjoy it .” “If you stay with your building manager despite continuous roof leaks, you probably like him,” says another of the phrases.

The ads launched in Paris on February 8 and are supported by a six-week media plan across subways, buses, bus stops and stations, along with PR, digital and social activity.

“Among the co-owners, a certain feeling of fatality has settled, but also of boredom,” says Antonio Pinto , CEO of Bellman. “Through this campaign, we wanted to tell them with a touch of humor that their suffering can come to an end. And we are not exaggerating with the suffering: the disappointments that stand out are the unfortunate reality of some co-owners », he continues explaining.

“To appeal to these too often frustrated co-owners and show the efficacy of his model, Bellman had to come up with a strong message to shock effect, but do so with the humor and sense of kinship that immediately creates a bond,” adds Guillaume. Lartigue , co-chairman and creative director of Steve.

Advertiser: Bellman
Brand Director: Virginie Deprost
Agency: Steve
Co-Chairman & Executive Creative Director: Guillaume Lartigue
Creative Director: Edouard Dorbais
Artistic Director: Isaora Le Jeannic
Copywriter: Aymeric Druaux
Chief Strategy Officer: Laure Lagarde
Group Account Director: Louis Tierny
Account Executive : Pierre Van Elslande
Photographer: Sacha Goldberg

A “Thank You” to marketingdirecto.com