Opendoor readies live Super Bowl stunt where a homeowner will sell their house during halftime

Regional campaign airing in Atlanta will show how owners can get all-cash offers from Opendoor in minutes

Published On
Jan 23, 2024
A man looking at his phone in front of his house with the copy "Opendoor Halftime Showing"

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Prefer your live Super Bowl ads to be Gronk-free? Opendoor is organizing something a little more involved than kicking a field-goal—it’s planning to show a homeowner selling their house live within minutes during halftime of the game.

The residential real estate company, which makes cash offers for people’s homes through its digital platform, worked with agency Mischief on the stunt. It will include a pre-taped spot in the second quarter to set things up; an online livestream during halftime where a homeowner in Atlanta will sell their home to Opendoor; and a live spot in the third quarter wrapping things up and showing how it all went.

The campaign is running only in Atlanta—chosen because it’s one of the most challenging markets in which to sell a home, per Opendoor.

Here are a couple of campaign teasers that dropped Tuesday:

 
 

Live Super Bowl commercials are rare, but they happen from time to time. FanDuel’s spot last year with Rob Gronkowski is the most recent example (a campaign that will get a sequel this year). For Opendoor, doing something live during a famous window of time—when people are also engaged online like no other times—lends immediacy and context to the company’s message of quick, hassle-free efficiency.

Kevin Mulroy, executive creative director at Mischief, said the idea for a live stunt came from how entrenched the traditional way of selling homes can feel.

“There’s so much disbelief that the process could work any other way, so we decided the only way to make people believe was to prove it to them with a live product demonstration,” he said. “Opendoor can give you a cash offer on your house in less time than it takes for an Usher medley. So we’re going to see it happen live.”

“Like Opendoor, our approach to the Big Game will be anything but traditional as we aim to redefine not only how we advertise, but also how homeowners envision and navigate the process of selling their homes,” said David Corns, chief marketing officer of Opendoor. “This spot isn’t just about making history; it’s a testament to the simplicity and certainty we bring to real estate. Even in the midst of the Big Game excitement, homeowners can easily sell their homes so they can focus on what’s next in life.”