The real estate market has not been immune to the coronavirus—a recent report by Fannie Mae predicts home sales will fall by 15 percent this year as the economy contracts. But with millions of consumers on lockdown, homes have rarely played such an important role for work and education. Real estate companies are trying to tap into that role with new marketing.
On Friday, Zillow debuted a 30-second spot called “The Real Value of Home.” The ad, which will air on national TV and across digital channels, features a time-lapse style film capturing 24 hours in the life of a quarantined family—shot from outside of their home—with Bob Dylan’s “Shelter From the Storm” playing in the background. At the end of the spot, text reads, “It's times like these that we understand the real value of home.” The push is the first work for Zillow from FIG, which was named the real estate company’s lead creative agency in December. FIG worked with The Mill on production; Joe Victorine, director of photography, shot the film and used his own house and family, which is working and schooling at home.
“It was important that we find a way to create a film that resonated, without violating shelter in place orders,” said Scott Vitrone, FIG’s chief creative officer, in a statement. “That meant writing an idea that could be shot, edited and finished safely, without anyone on the crew ever leaving home.”