Layout Design // New Home

I just don't get it. It's about a home, but there's no home in the ad. The colors are bold and aggressive, not soothing or inviting. This looks more like a drug prevention ad than an entreaty to sign up a decades-long financial contract. I would've used a softer color palette, serif typeface, and some sort of imagery- a smiling face, relaxing family scene, or a warmly lit house. Something that would convey a sense of comfort, not the opposite.