Alliance & Leicester is going mortgage crazy with a £1m campaign to promote its "completely insane" homeloan offers.
The push includes advertising in the consumer and trade press with bizarre headlines like "Socks, stop singing so loud" to draw attention to its spring mortgage deals.
The ads also carry the line "Completely insane mortgage deals from those sensible people at Alliance & Leicester".
A&L will also be mailing 25,000 mortgage intermediaries and running inserts in local free newspapers.
Head of product marketing (mortgages & savings) Jeff Sutherland-Kay says: "I am confident that this campaign is going to get noticed.
"Alliance & Leicester is not only offering market-leading fixed and discounted rates and cashback mortgages, we have added on savings and are offering customers the chance to win some great prizes through our exciting link-up with BBC Good Homes magazine."
Two first prize winners will have a makeover of their homes by the magazine's design team. Five second prize winners will have their mortgages paid for a year by A&L, up to a maximum of £5,220 each.
A&L's range includes fixed, capped, discounted and cashback mortgages. It is also offering a refund of the valuation fee and £250 cashback on all mortgages which do not already have this facility. The promotion runs until May 30.