Lifestyle Communities Launches Latest Iteration of Downsizing Campaign Through By All Means

Lifestyle Communities has launched the latest installment of its ongoing downsizing campaign, via creative agency By All Means.

This latest iteration marks a shift away from the characters Richard and Donna, who have starred in the campaign until the most recent announcement in February.


The new TVC, produced by AIRBAG and directed by Edward Housden, is the fifth in the series, and this iteration centers on a single woman considering trading in her big old house for a new one at Lifestyle Communities. After taking a tour of the facility, enjoying the pool, private movie theater, and a short yoga session along the way, her decision to make the switch is firmly in place, but not without a bit of friction.

“We’re excited to launch the next chapter in the downsizing saga, and even more excited to speak to the audience who are most likely to get the most out of it,” said Rita Simonetta, director of marketing for Lifestyle Communities.

“We’ve seen some hilarious twists and turns from TVCs 1 to 4, but it’s been great to take a serious look at the tough but rewarding process of finally making the decision to downsize. For women who live alone, selling their family home and taking the plunge is not an easy decision, so we’re delighted that By All Means has managed to handle that feeling with such tact and sincerity, while still offering that dose cheerful in mood. Communities are so well known for. You’ll have to watch the ending to see what I mean!”

Toby Cummings, creative partner at By All Means, said: “Lifestyle Communities has always been fiercely dedicated to being an outlier in its category. The only ones who truly understand that downsizing a new home and transitioning into the best years of your life is far from bland.”

“We are honored to help tell that story and make it better with each episode. Stay tuned.”


Client – ​​Lifestyle Communities
Managing Director: James Kelly
Marketing Manager: Rita Simonetta
Creative Lead: Sam Franks

Agency – By all means
Managing Partner: Mat Cummings
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Ash Gotti
Creative: Jacob Redding
Audio production: James Starnes (Bang Bang)

Producer – AIRBAG
Director: Edward Housden
Cinematographer: Simon Walsh
Producer: Johanna Rayner
Post Producer: Nick Venn
Managing Partner: Adrian Bosch
Production Manager: Jess Junior
Editing: Michael Houlahan
Online: Stafford Wilson
Color Grading: Trish Cahill

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