SANTA CLARA, Calif.,
July 22, 2019 /PRNewswire/
-- Realtor.com®, The Home of Home Search℠, today
debuted a new wave of advertising in its nascent "Homes, for the
Real of Us℠" campaign that celebrates the "realness" of home-buying
by poking fun at TV-fueled stereotypes and reinforcing that
realtor.com® helps real buyers find real homes that meet
their real needs. The campaign will run on national broadcast,
digital, and social media through October
2019.
"There are a lot of fantasies out there when it comes to where
you live, but the reality of owning your own home outshines every
megamansion, every mountainside retreat, every ultra-modern,
minimal abode. It's where you spend time and make memories with the
people who matter most in your life," said Andrew Strickman, head of brand and chief
creative for realtor.com®. "Our new campaign serves as a
humorous reminder to not be discouraged by unattainable
stereotypes, and that realtor.com® is here to help you
find a real home that matters to you."
Created by realtor.com's® agency of record,
Huge, Homes, for the Real of Us is built around the concept
that real beats the fantasy, and the homes available on the site
and its app are the truest representation of what homes are right
for the vast majority of searchers rather than what's often seen on
reality television and social media. Realtor.com's®
latest creative spots double down on the concept, by first
presenting viewers with an overly dramatized, over-the-top fantasy
home and lifestyle. Viewers are then shown a real person searching
for a normal home in a more realistic price range using
realtor.com®. Each spot focuses on a different
realtor.com® feature that helps the home buyer narrow
their search.
"Today's world, be it through television shows, celebrities,
influencers, or social media, can set some very unreal expectations
on what life should be. But people don't live in that unreal world,
they live in a very real world with very real needs and especially
with very real budgets," said Fede
Garcia, global executive creative director at Huge. "With
this campaign, we wanted to show them how realtor.com®
has the tools to help them find a place that they love because it's
exactly what they need."
The first of the six new creative spots,
titled "Socialites," opens with typical over-the-top reality
tv socialites, complaining about the proximity of the next-door
mansion. It promptly cuts to a more realistic scene where a much
more relatable homebuyer, sipping lemonade rather than white wine,
uses the lot size filter to search for her new home with a bit more
distance from her annoying next door neighbor. The additional spots
in the campaign continue to capitalize on the juxtaposition of
extreme, Instagram-perfect, yacht-owning, mansion-living lifestyles
of the rich and famous to the reality of what most people want in a
home.
The newest creative builds on the first wave of the campaign,
which launched in April 2019.
For the latest from realtor.com,® follow
@realtordotcom on Twitter and Instagram and
Facebook.com/realtor.com.
To view the latest spots including Socialites and House Finders,
please visit:
https://www.youtube.com/results?search_query=realtor.com
About Realtor.com®
Realtor.com®, The Home
of Home Search℠, offers an extensive inventory of for-sale and
rental listings, and access to information, tools and professional
expertise that help people move confidently through every step of
their home journey. It pioneered the world of digital real estate
20 years ago, and today is the trusted resource for home buyers,
sellers and dreamers by making all things home simple, efficient
and enjoyable. Realtor.com® is operated by News Corp
[Nasdaq: NWS, NWSA] [ASX: NWS, NWSLV] subsidiary Move, Inc. under a
perpetual license from the National Association of
REALTORS®. For more information, visit
realtor.com®.
About Huge:
Huge, part of Interpublic (IPG), is
a global experience agency made up of creatives, designers,
technologists, strategists, and data scientists. We help companies
become a deeper part of people's lives by creating unified brand
experiences that people love. We work with clients such as Google,
McDonald's, FCA, Brooks Running,
P&G, and others, who are as committed to shaping culture and
defining the future as we are. Headquartered in Brooklyn, we currently have more than 1,400
employees working across 13 offices in North America, Latin
America, Europe, and
Asia.
About Interpublic:
Interpublic is one of the world's
leading organizations of advertising agencies and marketing
services companies. Major global brands include Craft, FCB (Foote,
Cone & Belding), FutureBrand, Golin, Huge, Initiative,
Jack Morton, MAGNA, McCann,
Momentum, MRM//McCann, MullenLowe Group, Octagon, R/GA, UM and
Weber Shandwick. Other leading brands include Avrett Free Ginsberg,
Campbell Ewald, Carmichael Lynch, Deutsch, Hill Holliday, ID Media
and The Martin Agency. For more information, please visit
www.interpublic.com.
Media Contact:
Lexie Puckett
Holbert lexie.puckett@move.com
Credits:
|
Realtor.com
|
Andrew Strickman, SVP
Head of Brand and Chief Creative Officer
|
James Jower, Director
of Brand Marketing
|
Alexandra Rodriguez,
Brand Marketing Manager
|
Vijay Sudhindar,
Consumer Insights
|
Amit Kulkarni, VP,
Executive Creative Director
|
Seth Roberts,
Creative Director
|
|
HUGE
|
Chief Creative
Officer: Jason Musante
|
Global Executive
Creative Director: Fede Garcia
|
Group Creative
Director: Armando Flores
|
Head of Production:
Kim Cortese
|
Senior Producer:
Arielle Solc
|
Senior Art Director:
Meghan Smart
|
Creative Director:
Vidhi Shah
|
Group Strategy
Director: Clare Hines
|
VP, Client Services:
Jason Hehman
|
Group Engagement
Director: Jess Buckley
|
Program Director:
Rachel Teamkin
|
Senior Project
Manager: Ana Escobedo
|
Senior Video Editors:
Jeremy Brunjes, Danielle Morgan-Scharhon
|
Director,
Post-production: Jacob Gavin
|
Motion Designer:
Hailey Lee
|
|
|
EDITORIAL
|
ARCADE
EDIT
|
Editor:
|
Jeff
Ferruzzo
|
Editorial
Assistant:
|
Laurel
Metzler
|
Executive
Producer:
|
Sila Soyer
|
Producer:
|
Alejandra
Alarcon
|
GRAPHICS
|
ARCADE
EDIT
|
After Effects
Artist:
|
Scott
Pallo
|
|
FINISHING -
ARTJAIL
|
ECD: Steve
Mottershead
|
VFX Supervisor: Lee
Towndrow
|
CD / Lead Flame
Artist: Lee Towndrow
|
Nuke Artists: Kyle
Andal, Gerard Andal, Rachel Moon, Eric Concepcion, Alex
Harding
|
Flame Artist: Emily
Bloom
|
Head of 3D: Ross
Denner
|
3D Artists: Christina
Ku & Matt Parent
|
EP: John
Skeffington
|
Producer: Janine
Conway
|
|
COLOR -
ARTJAIL
|
Colorist: Clinton
Homuth
|
Color Assist: Kevin
Wu
|
|
DUOTONE
|
Company:
duotone audio group
|
Executive Producer:
Ross Hopman
|
Producer: Gio
LobatoAudio Post Production: duotone audio
post
|
Sound Designer/Mixer:
Juan Aboites
|
Executive Producer,
Audio Post: Greg Tiefenbrun
|
*Please keep
in mind that we purposely used lowercase letters in "duotone audio
group" and "duotone audio post"
|
|
RATTLING
STICK
|
Director:
Aircastle
|
Executive Producer :
Joe Biggins
|
Executive Producer :
Jeff Shupe
|
Head of Production:
Richard McIntosh
|
Producer: Joey
Zadwarny
|
1st Assistant
Director: Justin Charbonnet
|
Director of
Photography: Arnau Vallls Colomer
|
Production Designer:
David Wilson
|
Costumer Designer:
Michelle Martini
|
Makeup: Dominie
Till
|
Hair Stylist:
Fernando Navarro
|
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SOURCE realtor.com