Real Estate Ads Done Well? Look No Further Than This Sweet Local Campaign From Maryland – Adweek [Marketing]

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They’ll take what’s inside the box, Monty!
In this syrupy sweet spot for Creig Northrop Team of Long & Foster Real Estate, a husband and wife keep giving each other gifts in little blue boxes.
These aren’t Tiffany boxes, but our cutesy couple seem pleased as punch all the same:
Awww! (And they’ll be moaning Awww, not again! when they struggle out of bed for those 3 a.m. feedings.)
“We wanted to tell the story of a couple and their journey within an inside joke,” says Dan Schepleng, creative director at ad shop Kapowza, who also directed the ad for Maryland-based client. “All couples have inside jokes and their own little world. Fortunately, this inside joke also allows for a great mechanism for us to follow.”
Next, for a change of pace, we pump up the volume and follow the bouncing bed:
“I used to live in an apartment that had noisy neighbors upstairs, and that always drove me nuts,” Schepleng says. “Channeling that, I imagined how much worse could it really get? So we put a nightclub downstairs.”
If these ads seem kind of simplistic, well, maybe that’s their greatest strength. They state their case directly, with a bit of flair, deliver a meaningful brand message—and that’s that.
It’s a refreshing change from the recent trend of high-concept real-estate campaigns that go for broke by presenting wacky home-buying gameshows, haunted property pranks, realtors with laser-shooting eyeballs and dreamy pitches from Elizabeth Banks. (Though if you put all those elements in one commercial, then you’d have a winner!)
“The most effective campaigns we come across feature stories that are clear and don’t have a lot of fat on them,” says client marketing director Jennifer Swink. “The taglines ‘We sell houses. You make them homes’ and ‘Time for a new place?’ are clear. In today’s environment, people are oftentimes bombarded with complex messaging that dilutes the intended purpose.”
Client: The Creig Northrop Team of Long & Foster Real Estate
Agency: Kapowza
Writer/Director: Dan Schepleng
Producer: Sean Sutherland
Director of Photography: Martin Whittier, Charmcine
Production Designer: Jared Noe
Colorist: Martin Whittier, Charmcine
Post Production Audio: Studio Unknown
Production Studio: Bright Ideas Studios