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

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.

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

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