Realtor.com - "Jim"

Pereira O'Dell

Pereira O'Dell New York, United States

13246

Brand: Realtor.com
Country: United States

Advertiser: Realtor.com

Title	Jim
Agency	Pereira O'Dell
Campaign	Real Estate in Real Time
Advertiser	Realtor.com
Brand	Realtor.com
Date of First Broadcast/Publication	2015 / 5
Business Sector	Real Estate
Tagline	Real estate in real time.
Story	Realtor.com®, a leading provider of online real estate services operated by News Corp [Nasdaq: NWS, NWSA] subsidiary Move, Inc., today launched a national advertising campaign and new graphic identity that emphatically position the brand as the best – and truest – provider of real estate information and services for buyers, sellers and renters of properties in the U.S. This collaboration with Pereira & O’Dell New York represents the biggest and boldest marketing initiative in realtor.com®’s nearly 20-year history and unfolds against the backdrop of a marketplace that has been seismically altered by the recent acquisition of Move by News Corp. and the merger of competitors Zillow and Trulia. At stake are online home listings and homes-for-sale ads exceeding $9 billion annually, according to a recent research report by Goldman, Sachs & Co. The campaign also coincides with the continued surge of realtor.com®’s business, which has seen record growth in web and mobile visitors and the brand’s recent ascension to the industry’s #2 position.
Philosophy	Empowering consumers to become better home-searchers is at the heart of realtor.com®’s new advertising, which revolves around a series of 15- and 30-second TV spots and longer-form web videos featuring Elizabeth Banks, the Emmy-nominated actress, producer and director who is among Hollywood’s most sought after and versatile performers. Ms. Banks portrays a real estate-obsessed version of herself and delivers the message with humor, intelligence, glamour and sass. The new campaign – unified by the tagline “real estate in real time” – was created by Pereira & O’Dell New York, the company’s advertising agency, under the direction of Andrew Strickman, Move’s head of brand and chief creative. Both the TV and a substantial digital effort are intended to appeal to a wide consumer target – from Millennials looking for small, low priced homes for themselves and their pets to young couples looking for more space on tight budgets to families looking for bigger, longer-term homes. In the campaign’s first spot, called “Jim,” Ms. Banks observes the title character using the realtor.com® app to find his dream home. “You’re a real-time real estate renegade, Jim,” she says. “An arbiter of accuracy. A phenom of fresh listings. A master of mortgage rates. A prodigy of pre-qualification. A ruler of refinancing. An emperor of escrow. I want to live in that house with you, Jim.” The TV ads debut May 18 and will run across major broadcast networks and cable channels, including CBS, HGTV, Bravo, TBS, Comedy Central and Spike, among others. The web videos featuring Ms. Banks will break later. The TV spots and web videos were directed by Fred Savage, the Emmy- and Golden Globe-nominated actor, director and producer best known for his role as Kevin Arnold in the American TV series The Wonder Years. Mr. Savage’s directorial credits include episodes of the popular TV series Modern Family and It’s Always Sunny in Philadelphia and the critically acclaimed kids’ shows Phil of the Future, Wizards of Waverly Place and Zeke and Luther. He has also directed commercials for a number of leading consumer businesses, including Farmers Insurance, the California Milk Board and Fitbit. The campaign was produced by Über Content, which reps Savage’s commercial work.
Media Type	Television
Length	30 seconds
More Information	http://www.realtor.com
Executive Creative Director	Dave Arnold
Associate Creative Director	Jake Dubs
Associate Creative Director	Alexei Beltrone
Copywriter	Michelle Lamont
Art Director	Alex Parodi
Head of Production, New York	Tennille Teague
Producer	Montea Robinson
Managing Director	Cory Berger
Account Director	Annika Roden
Account Supervisor	Jessica Williams
Associate Strategy Director	Mike Lewis
Strategist	Anna Bedineishvili
Business Affairs Director	Russell Nadler
Production Company	über content
Editing Company	Arcade Edit
Color Company	Company 3
Audio Company	Heard City