New Zillow ads reflect the challenges of today’s housing market
‘Home Just Got Real’ normalizes the indefatigable spirit required of homebuyers in the current economy.
From inventory shortages to fluctuating mortgages, owning a piece of the American dream seems more like a distant dream for many young adults. Yet, in the face of this tumultuous real estate market, millennials and Gen Z still dream of one day buying a home.
On Monday, real estate marketplace Zillow launched ‘Home Just Got Real,’ its latest campaign acknowledging the obstacles young adults face in their quest for homeownership. Its narrative speaks to a generation caught between reasonable aspirations and harsh economic realities — and a housing landscape that’s vastly different from that of their parents or grandparents.
The campaign consists of three spots, each directed by Karena Evans. The heartfelt hero spot, ‘The Journey Home,’ documents the many hours a mother-daughter duo puts in before finding their perfect house.
Next up is ‘DIY Home Loan,’ the story of a couple who use kitschy homemade gifts to obtain a home loan.
Finally, in ‘Dog House,’ @txunamy, a social media star and animal lover, shows how a Zillow partner agent helped her find a place to live in close proximity to a dog park.
Each ad demonstrates how Zillow empowers these hopeful homeowners by helping them understand their financial capacity, connect them with reliable agents and streamline the pre-qualification process.
“At Zillow, we recognize the evolving housing landscape. Our latest campaign is a testament to the unique paths to home ownership, the challenges home buyers are currently facing, but also the victories many are celebrating,” said Ravi Kandikonda, senior vice-president of marketing at Zillow. “It reflects Zillow’s evolution into a Housing Super App that provides innovative tools and trusted partners to guide people through the complexities of today’s dynamic market.”
The campaign was created in partnership with 72andSunny LA.
“Home buying is, to say the least, a polarizing subject among millennials today,” added Bryan Rowles, executive creative director at 72andSunny. “There is so much negativity in the airwaves surrounding the possibility of owning a home. And yet, despite various obstacles and said negativity, people are figuring out how to buy a home. They are really doing it. Zillow’s role is to be the optimistic, realistic partner through the ups and downs of the home-buying process. Every single step of the way.”
Canvas Worldwide, Zillow’s newly appointed media agency, debuts with this campaign, employing advanced data analytics, digital-first strategies, and media partnerships to boost engagement and yield business outcomes.
The work will run throughout the second and third quarter of the year across TV, digital and social channels, cinema, Zillow-owned channels and several targeted brand partnerships.
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