Century 21 Real Estate Corp. tries to improve perceptions of the home buying and selling experience in a $50 million marketing campaign kicking off today. One of the spots from Lowe
& Partners/SMS, New York, portrays a world where the home seller's message is omnipresent -- from newspapers to blimps -- a world in which Century 21's expertise may not be needed. The advertising is tagged "Real estate for the real world." Another spot features celebrities including baseball's Joe Torre and Cal Ripkin Jr. Copywriter: Eddie Van Bloem.