Riding off negative sentiment against the big four banks, online mortgage marketplace HashChing is challenging the role they play when getting a home loan in its latest ad campaign.

The first billboard, situated on the highly-trafficked Winston Hill M2 motorway and Southern Cross Drive in Sydney, puts it plainly by stating, “Home loans are necessary, using banks is not”, followed by a link to the HashChing website.

The image of a frowning, bespectacled older gentleman makes the not-so-subtle implication that banks are an outdated concept.

The second billboard, in Melbourne’s CBD (corner of Russell St and Lonsdale St, and the Princess Hwy, Laverton) proclaims there are “better home loan deals from top rated mortgage brokers”, inviting customers of the big four banks to question their misguided loyalties.

Developed by HashChing’s in-house creative team, the campaign aims to convince Australians banks are not necessarily the best option when it comes to home loans.

Given the heavy scrutiny banks are facing off the back of the royal commission, HashChing CEO Mandeep Sodhi said the timing of these billboards couldn’t be better.

“CBA recently admitted to taking action to the detriment of customers due to ‘a focus on profit and profitability’, and NAB made a similar statement about the voice of the customer being missing from decision-making,” he said.

“Westpac also fronted up to ‘some employee remuneration arrangements inadvertently contribut[ing] to poor behaviour’.

“The shocking revelations that came out of the banking royal commission have clearly shed light on the gross misconduct and unscrupulous behaviour of the big four banks.

“Brokers provide customers with the information, guidance and support needed to choose the right home loan for their budget and lifestyle.

“We want to ruffle some feathers with this ad campaign, get people talking, and ultimately help borrowers get a much better deal on their home loan.”