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