A groom faints at the thought of living with his mother-in-law. But fear not, because the wedding’s guests tinclude a Century 21 real estate agent.
"Wedding" marked Century 21's second consecutive Super Bowl ad, and again used agency Red Tettemer & Partners and the tagline "Smarter. Bolder. Faster." It did without with the celebrity endorsements, however, of Donald Trump, Deion Sanders and Apolo Ohno, who starred in the prior year's ad.
Century 21 CMO Bev Thorne told Advertising Age that the marketer returned to the Super Bowl after seeing impressive results from its 2012 outing. “In an industry where traffic to websites was up an average of 4% across the vertical, our website traffic was up 40%,” she said. “We think it's in large measure due to results of conversations that got started when we advertised in the Super Bowl.”
The strategy was twofold, Thorne said: not only to advertise the brand to real estate buyers and sellers, but to attract new agents and brokers.
“We shot four spots for the campaign at once, not knowing which one would air in the Super Bowl,” Red Tettemer President-Chief Creative Officer Steve Red told Ad Age years later. “Everybody's minds changed back and forth throughout the shoot and the debate continued even through post-production. Ultimately there was a split decision and we ran one during the game, and one just prior to kick-off after the national anthem. So everybody was happy.”
Director: Greg Popp. Production company: Supply & Demand Integrated.
Chief creative officer: Steve Red. Executive creative director: Steve O'Connell. Creative director: Bryon Lomas. Associate creative director: Clarence Bradley. Producer: Joe Mosca.
Editorial: Red Alert, Shooters Inc. Editor: Vic Carreno.
BRAND: Century 21
AGENCY: Red Tettemer & Partners
QUARTER AIRED: Q3