Media: TV
Category: Other
Client: National Association of Realtors
Agency: Arnold Worldwide
Production: Gifted Youth
Country: United States of America
Executive Creative Director: Sean McBride
Creative Director: Nate Donabed
Art Director: Ashley Herrin
Copywriter: Liz Breen
Creative Director: Joshua Kahn
Account Director: Val Bettini
Strategist: Andrew Butler
-Marketing Manager: Angelica Ferris
-SVP, Associate Director of Integrated Production: Spring Clinton
-Senior Business Affairs Manager: Amy Wilcox
-Assistant Broadcast Producer: Jacob Williams
Synopsis:
The home-buying experience can be a treacherous journey, with twists and turns throughout the process. That is, unless you have a Realtor at your side providing expertise every step of the way. "Unflinching Optimism,"a new national campaign launching on June 26th from the National Association of REALTORS and creative agency Arnold Worldwide, sums up the benefits a Realtor can provide: a positive mental attitude, knowledge expertise, and the motivation required to put you in the home that you’ve daydreamed about your whole life.
The national campaign, part of NAR’s overarching “Get Realtor®” brand initiative, comes to life through broadcast spots and online videos. Films like “Destiny” and “Give Us Your Tired” feature a Realtor® explaining that they won’t stop until they help you make your homeownership dreams come true. They tell us that achieving that goal should be a gratifying and cathartic experience, and Realtors® will not rest until “they fulfill your domestic destiny.”
In “Destiny,” a :30 TV spot, a Realtor® lists the components of the American Dream – “tank tops, fireworks, and high cholesterol” – all of which can occur within a home you own, thanks to a Realtor®’s drive and the confidence that comes from experience. The Realtor® lets the viewer know that owning a home is as American “as ditching the metric system,” and that America did not accomplish incredible feats like landing on the moon so that the home-buying process would be exhaustingly difficult. It should be a gratifying experience, and Realtors® will not rest until “they fulfill your domestic destiny.” Well, they will sleep, “but not that soundly.”
Another :30 spot, titled “Give Us Your Tired,” follows a Realtor® as she points out homeowners’ wish list items, such as a playroom, a his-and-hers sink, and a cul-de-sac. All of these are attainable with a Realtor® that won’t stop until your dreams of owning a home have come true – because, as she stands in front of a housewarming cake in the shape of a dream house, “you can have your cake, and live it in too.”
Homeownership. We were made for this. #GetRealtor