Daft don't do a lot of advertising, relying on word of mouth and customer loyalty and (more recently) PR to market the site. Design-wise their site is not very impressive and you realise in comparison to MyHome.ie they are pretty cheap when it comes to marketing etc.
So it's no surprise that this banner ad from them is unimaginative, cliched, clunky and cheap looking. It doesn't work as a marketing device and it has no coherence as a concept or an execution. They should have stuck to their usual approach, left concepts aside and just said something straight like: daft dishes up more houses for your searching, and had a picture of a house on a plate. Instead, they have made a hames of trying to be clever and wasted the effort and the space.