All of the elements in the new campaign, “Public Reality,” are tailored to the specific network/platform content the viewer is consuming -- whether it’s real estate, reality, or food via broadcast and digital.
The campaign is one of the first of its kind that pairs cheeky creative about what actual homes are like with clever media buys across reality and other aspirational TV programming, that will span several networks including MTV, HGTV and The Travel Channel, as well as social.
The campaign was born out of the insight that when it comes to searching for a home, people don’t want to see luxurious ones that they can’t afford, they want a realistic picture of what they’ll actually get.
After satirizing the shows’ unreal content, the seven commercials conclude with a reminder that when a viewer is ready for a real home search, Realtor.com can help. Along with TV, spots will also appear on variety of digital placements across Instagram, Facebook and Twitter.
The spots (:15s and :30s) are part of Realtor.com’s new brand program, “Homes for the Real of Us,” the Huge-created brand platform that will serve to inform brand direction, marketing and more.
Film advertisement created by Huge, United States for Realtor.com, within the category: Professional Services.