‘Hell yeah you’re buying a home,’ say New American Funding’s upbeat ads

Home buying gives you that “Hell yeah” feeling in a pair of new ads from New American Funding, the independent mortgage lender.

Developed with creative agency Preacher and Finnish director Nalle Sjöblad of Spark & Riot, the campaign aims to inspire confidence in first-time homebuyers, reframing the homebuying process as an emotional milestone worth celebrating—and honoring the grit and determination it takes to achieve.

The two ads capture the emotional reactions of new homeowners learning their offer was accepted and their mortgage approved. The vignettes use humor and relatable moments to depict buyers imagining their future in their new homes.

With a youthful, energetic tone, the campaign positions NAF as more than just a lender, but a trusted partner who supports buyers throughout their journey, showcasing its commitment to helping buyers beyond just the paperwork.“Buying your first home is a massive milestone financially, emotionally and culturally,” said Andrew Strickman, chief marketing officer at New American Funding. “This campaign isn’t about rates and approvals. It’s about acknowledging that moment of triumph, when all your research, sacrifice and hope come together, and NAF is a proud partner in making that moment possible for every homebuyer.”

“The ‘Hell Yeah’ moment is something every homeowner remembers—the exact instant it becomes real,” said Kevin Thomson, executive creative director at NAF. “We captured that energy, exhilaration and pride, and infused it with NAF’s unique personality as a champion for everyday buyers.”

The campaign is now live across social media platforms, streaming services and other digital channels, and emphasizes that buyers can be capable and prepared, even in a challenging housing market. There is also a series of :15s on NAF’s YouTube channel.