Banks returns for third year as brand spokesperson bringing to life the home search experience
Realtor.com® launched its new marketing campaign, "Own Home." Emmy-nominated actress, producer and director Elizabeth Banks returns as the brand's spokesperson for a third year, with witty TV ads, interactive digital video experiences and social integrations that showcase realtor.com® as the most trusted and comprehensive source of real estate information. Realtor.com® is operated by News subsidiary Move, Inc., a leading provider of online real estate services.
The new campaign humorously demonstrates the struggle of searching for a home without realtor.com® and missing out on the home of your dreams by featuring "not-yous" realtor.com/NotYou. According to the Urban Dictionary, a not-you is a person who likes what you like and wants what you want.
WATCH CAMPAIGN LAUNCH VIDEO - https://youtu.be/qakkdiPGez8
"Odds are, your dream home is also someone else's dream home," said Nate Johnson, CMO at realtor.com®. "We illustrate the competitive nature of searching for the perfect home throughout the new campaign in a series of hilarious vignettes with Elizabeth Banks. With more for-sale listings than our competition, updated in real time, realtor.com® gives users a competitive edge over 'not-yous.'"
The spots feature Banks celebrating with users who recently moved into their perfect home, while similarly attired and coiffed 'not-yous' appear through the stories, frustrated by what could have been. The campaign underscores the benefit of realtor.com® being the most comprehensive source of for-sale real estate listings, updated every 15 minutes.
Created by Pereira & O'Dell New York, with Andrew Strickman, realtor.com® head of brand and chief creative, the "Own Home" campaign features six TV spots. The brand also will debut an interactive digital video series offering a cathartic release for "not-yous" feeling frustrated, depressed, mad or annoyed for having lost their dream home. Banks will scream into a pillow, seek solace in cute animals, sing a sad song poorly and more to help people move on after missing out on the home of their dreams. In addition, the campaign will expand to Facebook and Instagram, with a twist on the traditional housewarming gift. Users can congratulate new homeowners with laughable 'welcome to the neighborhood' gifs of Banks.
The TV campaign debuted the week of April 3 with a unique, cinematic 60-second launch spot on CBS and HGTV and will run across major broadcast networks and cable channels, including Bravo, DIY, TBS, TNT, USA and others. The social executions will begin to rollout in May with the digital video series featuring Banks going live in July.
The "Own Home" campaign builds on the success of past realtor.com® campaigns, with consumer awareness at an all-time high for the brand. Since launching its first award-winning campaign with Banks in May 2015, the company continues to shoot past industry benchmarks of audience growth, ad recall and brand linkage.
To view the realtor.com® ad spots, please visit: realtor.com/NotYou
Agency: Pereira & O'Dell, New York
Executive Creative Director: Dave Arnold
Creative Directors: Jake Dubs, Sara Worthington
Copywriter: Nate Mayer
Art Director: Lily Fu
Head of Content Production, New York: Tennille Teague
Associate Producer: Rhea Phipps
Managing Director: Cory Berger
Group Account Director: Mona Gonzalez
Account Supervisor: Rosie Boskett
Account Executive: Whitney Swain
Brand Strategy Director: RG Logan
Strategist: Kira Loretto
Associate Communication Strategy Director: Ashley Wells
Senior Communications Strategist: Charley Cobbin
Senior Communications Strategist: Breanne Brock
Communications Strategist: Daniel Hackett
Business Affairs Director: Russ Nadler
Business Affairs Coordinator: Christina Hadly
Production Company: Radical Media
Director: Steve Miller
Executive Producer: Jim Bouvet
Line Producer: Mala Vasan
Editing Company: Arcade
Editors: Jeff Ferruzzo, Dave Anderson, Ali Mao
Assistant Editor: Jeff Lopus
Executive Producer: Sila Soyer
Producer: Lauren Cancelosi
Animators: Scott Pallo & Riccardo Sinti
Color Company: MPC
Colorist: James Tillett
Flame Artist: Seif Boutella
Audio Company: Heard City
Engineer: Phil Loeb
Music: Squeaky Clean
Producer: Christine Bilich
Creative Director: Rob Barbato
Composer: Paul Hammer