Residential real estate firm Real Living will kick off its new 2005 advertising campaign during this year’s Super Bowl XXXIX. The firm has created 10-second, live animation “walk over ads,” the first of which, called Walking Lady, will debut during local programming just before and immediately following the national feed of the football game this Sunday.


The ads will air on channel Fox 8 in Northern Ohio and channel Fox 28 in Central Ohio. Real Living’s 30-second Winter TV spot also will run immediately following the game, prior to trophy presentation.


The Walking Lady ad features the animated, red silhouette of a female real estate agent walking across the bottom third of the TV screen, then flipping a “For Sale” sign to “Sold.”


“This is the first of what will become a series of fun, format-breaking ads that will appear throughout 2005,” said Kaira Sturdivant Rouda, chief marketing officer for Real Living. “Modeled after techniques used by the networks to promote their own shows, these ‘walk over ads’ will appear throughout programming, on several stations in each market throughout the year.”


The company hopes to “break through the clutter” of advertising and build on its real estate brand.


Real Living has 5,000 sales associates and employees, and more than 100 offices in the Midwest and Florida.


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