Remember the Gold Jackets? How about “We’re national but neighborly”?
Kiss away the $100’s of millions of advertising spent over decades establishing a brand that is synonymous with real estate in North America and all the popular culture references that reinforce this icon status, like in the Michael Keaton movie Betelgeuse for example.
Nope, in 2013 we are the outfit that handles your home like the toxic waste that it is and we admit we don’t need to be very bright to do it. We are here to insult your intelligence by juxtaposing a physicist for a Realtor and completely changing our color scheme to further distance ourselves from our past success. Even Hollywood B movie directors would give second thought to portraying Plutonium with a green glowing fluorescent light tube but Century 21 has. Sit back and relax as the Plan 9 from Outer Space realtors of Century 21 treat your home like the level 5 biohazard that it truly is, yellow caution tape and all. This is not a bad realtor ad or bad realtor advertising
Platinum Nomination for Brand Destruction
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When Jeff Hughes says drop your … price, people say, “How much”. Why? Because Jeff has his finger(s) on the pulse of … well, everything! In fact, it appears that Dr. Feelgood has fingured (or, I mean figured) out the single most motivating factor in choosing a real estate agent — pain. Just looking at his ad makes me clench my cheeks so tight that I could crush granite with my sphincter.
So here’s the sitch: You’ve been scanning the daily listings for that perfect home and nothing seems to catch your stubborn eye. Out of the blue, you get an email from a random real estate agent (which clearly he got from some sneaky backdoor questionnaire). Regardless, you’re not upset by the blatant misuse of your email address because he just sent you the home you’ve been building with Lincoln Logs since you were only 5 years old. So, first thing the following day, you and the fam jump in the car to do a quick drive-by. Only, when you get the “supposed” address, the home is nowhere to be found. WHAT? Quite the pickle I’d say. If I were you, I’d call Century 21’s one and only … wait for it … Sherlock Homes (Get it? They’re so silly). But, this vice squad of investigative agents are legit, they’ll solve any real estate mystery you encounter (with magnifying glass in hand) . It’s about time!
Shwuzzzzzzup Mr. Shuswap!
I guess that it’s time to point out that outstanding real estate creative doesn’t always have to come in the form of billboards and bus benches. Take Liz here for example: While on her trip to Maui, she suddenly had a stroke of brilliance. “Captain, turn this boat around, I need to go back to the hotel and grab my sign.” (Thank god you packed it Liz, good thinking.) You see, as Liz was peering over the edge of the speeding boat it suddenly dawned on her, “What if I could visually represent the sale of the biggest piece of real estate on the planet — the Ocean!” Clearly the concept worked, hook, line and sinker Liz. Bravo! Once you get back to shore and pat yourself dry with your shammy, go check with the front desk, there’s a special water-proof gold nomination waiting for you!
What if I told you that an entire office of Century 21 agents came together and developed a masterpiece? Impossible … right? Guess again my friend, the brain trust over at Conexus Reality has managed to get not one, not two, but 18 award winning realtors into just one page. WOW! And, the best part is: they did it their way. That’s right; forget every rule Ogilvy ever taught you about simple eye flow, because they’re reinventing the rules. As tempted as I am to give the whole group top prize, it’s only fair to highlight the stars of this show:
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