Lots of Lux for Lifestyle Condos on TV

CHICAGO Ohio residential builder Lifestyle Communities breaks its first-ever television advertising campaign this week from Loren/Allan/Odioso.

The Cincinnati shop produced two 30- and two 15-second spots, which play off of the concepts from Lifestyle’s print campaign launched late last year. That work contrasts the spacious luxury of a Lifestyle condominium to the cramped confines of apartment living.

The agency negotiated a media schedule for the campaign launch, with prime-time spots during Thursday’s Friends/Scrubs hour on NBC and Survivor on CBS. (The work has already aired during Fear Factor on NBC earlier this week.) The commercials for the Columbus-based company will be broadcast in the Columbus area and target adults 25-34 years old.

“These programs are a great environment for a campaign launch,” said Michele Phillips, media buyer and planner at L/A/O. “With this type of demographic, it is important to gain prominence in the market and these shows will do that for Lifestyle.”