Century 21 Real Estate has unveiled a rebranding campaign that represents a complete overhaul and one that aims to combat complacency and mediocrity in the real estate industry.
The new brand was developed around the disconnect between the investment people make in buying or selling a home and the perceived value they receive from finding the right real estate agent who fits their needs.
A new branding spot by MullenLowe humorously uncovers the frustrations people have with real estate agents. In the 60-second spot, ‘Don’t Settle for Average (Unless You’re in the Market for It)’, a young boy boasts about the fantastic characteristics of his home – the open concept kitchen, the “masterpiece” master bath, man cave and even the neighbors – until we get to the end and realize the kid doesn’t actually live there. “Because the real estate agent never showed us this place,” he says as he runs out of the house after being found out.
The spot is airing as part of an integrated media partnership with ESPN. As part of the cross-platform partnership, the Century 21 brand will be sponsoring "relentless moments" in sports, creating live commercials featuring ESPN’s Kenny Mayne alongside Century 21 System members and executing digital content integrations that will be distributed across ESPN social platforms.
The campaign is launching with a new visual identity, TV, digital, social and print components, along with the media partnership with ESPN.
Client: Century 21