Out with the Fake, in with the Real with the Latest Realtor.com® Campaign
New spots point out the fallacy of fantasy home-buying to demonstrate how realtor.com® helps real people find real homes
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 [email protected]
Credits: |
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Realtor.com |
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Andrew Strickman, SVP Head of Brand and Chief Creative Officer |
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James Jower, Director of Brand Marketing |
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Alexandra Rodriguez, Brand Marketing Manager |
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Vijay Sudhindar, Consumer Insights |
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Amit Kulkarni, VP, Executive Creative Director |
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Seth Roberts, Creative Director |
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HUGE |
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Chief Creative Officer: Jason Musante |
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Global Executive Creative Director: Fede Garcia |
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Group Creative Director: Armando Flores |
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Head of Production: Kim Cortese |
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Senior Producer: Arielle Solc |
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Senior Art Director: Meghan Smart |
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Creative Director: Vidhi Shah |
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Group Strategy Director: Clare Hines |
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VP, Client Services: Jason Hehman |
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Group Engagement Director: Jess Buckley |
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Program Director: Rachel Teamkin |
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Senior Project Manager: Ana Escobedo |
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Senior Video Editors: Jeremy Brunjes, Danielle Morgan-Scharhon |
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Director, Post-production: Jacob Gavin |
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Motion Designer: Hailey Lee |
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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 |
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ECD: Steve Mottershead |
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VFX Supervisor: Lee Towndrow |
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CD / Lead Flame Artist: Lee Towndrow |
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Nuke Artists: Kyle Andal, Gerard Andal, Rachel Moon, Eric Concepcion, Alex Harding |
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Flame Artist: Emily Bloom |
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Head of 3D: Ross Denner |
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3D Artists: Christina Ku & Matt Parent |
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EP: John Skeffington |
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Producer: Janine Conway |
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COLOR - ARTJAIL |
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Colorist: Clinton Homuth |
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Color Assist: Kevin Wu |
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DUOTONE |
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Company: duotone audio group |
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Executive Producer: Ross Hopman |
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Producer: Gio LobatoAudio Post Production: duotone audio post |
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Sound Designer/Mixer: Juan Aboites |
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Executive Producer, Audio Post: Greg Tiefenbrun |
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*Please keep in mind that we purposely used lowercase letters in "duotone audio group" and "duotone audio post" |
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RATTLING STICK |
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Director: Aircastle |
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Executive Producer : Joe Biggins |
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Executive Producer : Jeff Shupe |
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Head of Production: Richard McIntosh |
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Producer: Joey Zadwarny |
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1st Assistant Director: Justin Charbonnet |
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Director of Photography: Arnau Vallls Colomer |
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Production Designer: David Wilson |
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Costumer Designer: Michelle Martini |
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Makeup: Dominie Till |
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Hair Stylist: Fernando Navarro |
SOURCE realtor.com
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