Makos Goes Down-Home for Obra

Makos Advertising, Marketing and Design has constructed an earthy, small-town series of ads for affordable housing builder Obra Homes.

Images from three television spots, also executed in Spanish-language versions, feature a pair of workmanlike hands, a pair of boots and an heirloom pocket watch. With a Spanish guitar playing in the background, a folksy voiceover says of the boots, “Getting into an Obra home is as comfortable as getting into these.”

All three commercials end with the tagline, “Come on in,” and an exterior shot of a house suddenly lit up from inside.

The campaign, which also includes radio, print and outdoor components, broke last week in the Rio Grande Valley in South Texas.