A deceptively simple new ad from Zillow takes you on a drive down what appears to be an “impossible street.” The camera peers out from the side of a car, taking in the homes lining the road. Each one is remarkably different in style—a Cape Cod-inspired abode sits next to a Spanish-style home, which neighbors a boxy modern affair, followed by a dollhouse-like Victorian dwelling. Later, we take in a Craftsman bungalow next to a brick apartment building that borders a beach house surrounded by sand. The endline reads, “When you’re ready for a change, we’re ready for help.”
The spot, titled "Ready for a Change," aims to show potential new homeowners the world of possibilities afforded by the real estate platform. It comes from New York agency FIG, which was named Zillow’s creative agency of record in January and follows the shop’s first work for the brand, a pandemic-themed ad highlighting the sense of security provided by a home.
To create the spot, FIG teamed with Knucklehead director Siri Bunford to shoot each home individually in the Los Angeles area. They were later “stitched together” using VFX to appear as if they all existed on the same street.
The new ad arrives at a time when Zillow has seen record traffic—25 percent year-over-year growth during the pandemic. According to data from the U.S. Census and the Department of Housing and Urban Development, new home sales in July were up 36 percent compared to last year.
Given the spike Zillow has seen in people “thinking about a change and starting to explore the possibilities … we wanted to capture that feeling and inspire people to find a place they’ll love to live,” said FIG Chief Creative Officer Scott Vitrone in a statement.
“After spending the past few months sheltering in place, it’s undoubtedly crossed many people’s
minds whether their home still suits their needs,” added Zillow Chief Marketing Officer Aimee Johnson. “With this new campaign, we wanted to assure those considering a move that Zillow is here as a resource to help guide and educate them through the moving process in the wake of the pandemic.”