Zillow acknowledges the current challenges of buying a home in a new campaign

‘Home Just Got Real’ depicts the realities of inventory shortages, mortgage rates, bidding wars and more

Published On
Apr 19, 2024
Little girl walks into new home

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Buying a home in 2024 is nothing short of a mission. With inventory shortages, fluctuating mortgage rates and other challenging market dynamics, many millennials and Gen Z buyers have been kept on the sidelines. 

Zillow’s latest campaign from 72andSunny acknowledges that buying a home now is more challenging than it was just a couple of years ago. “Home Just Got Real” celebrates the triumphs of today’s buyers while validating their challenges and pointing out how different they are from their parents’ or grandparents’ generations.

“Buying a home today is challenging so it was important that we approach this campaign from a place of authenticity and empathy to show the unfiltered reality of what it takes to get home,” said Jen Berger, VP of creative and performance media at Zillow.

A hero spot titled “The Journey Home” shows how a mother and daughter struggle to make the winning offer on the home of their dreams due to a competitive market, almost abandon the search and finally find “the one.” 


“DIY” tells the story of a couple who embrace a frugal life to get a home loan.


And “Dog House” briefly walks viewers through the story of an agent who found the perfect fit for a family with dogs. 


All of the spots were directed by Karena Evans through Fela. 

“There is so much negativity in the airwaves surrounding the possibility of owning a home. Despite various obstacles and said negativity, people are figuring out how to buy a home,” said Bryan Rowles, executive creative director and partner at 72andSunny LA. “Zillow’s role is to be the optimistic, realistic partner through the ups and downs of the home buying process.”

The campaign, which launched on April 15, will run on TV, digital and social channels, cinema, Zillow-owned channels and several targeted brand partnerships throughout the second and third quarters. Canvas Worldwide, Zillow’s newly appointed media agency of record, is supporting the media strategy.


Apr 19, 2024
Client :
Agency :
Senior Vice President Marketing :
Ravi Kandikonda
VP Brand & Product Marketing :
Beverly Jackson
VP Creative & Paid Media :
Jennifer Berger
Sr. Director Int Shopping & Growth :
Rico Farmer
Sr. Director Marketing Channels Lead :
Ben Levine
Sr. Director Creative Management & Strategy :
Tanin Blumberg
Senior Program Manager :
Paul Wilson
Associate Account Director :
Madison Donahue
Creative Director :
Anna Siegel
Creative Director :
Ryan Karell
Executive Creative Director :
Bryan Rowles
Group Creative Director :
Eugene Fuller
Creative Director :
Tahirah Edwards-Byfield
Sr. Designer :
Erica Barringer
Writer :
Sydnie Johnson
Director of Production :
Nicole Haase
Executive Producer :
Leah Karabenick
Executive Producer :
Rebecca Wilmer
Production Coordinator :
Phillip Quinn
PAL Director :
Cindy Gines
Jr. PAL Manager :
Avalon Radell
Sr. PAL Manager :
Beau Thomason
Managing Director :
Laura Likos
Brand Director :
Travis Cross
Brand Supervisor :
Erin Broughton
Brand Manager :
Melissa Gonzales
Brand Coordinator :
Diquan Jackson
Chief Strategy Officer :
Bryan Smith
Strategy Director :
Gigi Braybrooks
Communications Strategy Director :
Kristin Barker
Sr. Strategist :
Emily Gorey
Jr. Strategist :
Courtney Yamada
Production :
Director :
Karena Evans
Director of Photography :
Carolina Costa
Executive Producer :
Taj Critchlow
Executive Producer :
Fuliane Petikyan
Producer :
Tina Chuldzhyan
Lead Flame Artist :
Kevin Stokes
Flame Artist :
Dan Ellis
Flame Artist :
Joey Brattesani
Flame Artist :
Mike Vaglienty
Flame Artist :
Stefan Gaillot
Flame Artist :
Adam Flynn
Flame Artist :
Chris Riley
Flame Artist :
Matthew Monteleone
Tracking :
Joe Chiechi
Producer :
Anna Tran
Head of Production :
Drew Rissman
Executive Producer :
Kim Christensen
Executive Producer :
Patrick Nugent
Managing Director :
Eve Kornblum
Editorial :
Rock Paper Scissors
Editor :
David Brodie
Editor :
Damion Clayton
Editor :
Zoe Mougin
Assistant Editor :
Vanessa Yuille
Assistant Editor :
Sam Slavkin
Assistant Editor :
Mystikal Scalzi
Executive Producer :
Dre Krichevsky
Executive Producer :
Shada Shariatzadeh
Sr. Producer :
Denice Hutton
Color :
Company 3
Founder/Colorist :
Stefan Sonnenfeld
Senior Colorist :
Tyler Roth
Head of Production :
Blake Rice
Producer :
Jenny Roberts
Mix :
Lime Studios
Mixer :
Jeff Malen
Assistant :
Victoria Cortez
Executive Producer :
Susie Boyajan
Producer :
Cassie Underwood

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