Pereira & O’Dell New York have a new campaign for Realtor.com championing the site’s accuracy in home listings, thanks to “its unique, direct relationships with more than 800 multiple listing services that provide consumers with 98 percent of all for-sale properties listed in the U.S.
Entitled “Accuracy Matters” the broadcast campaign features two 30-second spots — “Mom” and “Doghouse Architects” — which will run through 2014. The spots attempt to find the humor in inaccurate real estate listing as a means of highlighting the importance of the accuracy Realtor.com provides. While the humor mostly comes across as cute rather than funny there is one slapstick moment in “Mom” worth a chuckle, and the approach at least helps differentiate Pereira & O’Dell’s work from typical real estate advertising cliches.
“Coming from a real estate family, I’ve seen my share of formulaic advertising in the category,” explains Dave Arnold, executive creative director at Pereira & O’Dell. “Our goal with ‘Accuracy Matters’ is to not only connect Realtor.com to a singular product message it can rightfully own, but to also have some fun with inaccurate listing information.”
Stay tuned for “Doghouse Architects” and credits following the jump. Read more