Real estate franchisor Century 21 Real Estate LLC is taking its "Smarter, Bolder, Faster" TV ad campaign to the 2012 Summer Olympics.
The Realogy Corp. subsidiary says the TV commercials — part of a high-profile campaign launched last year — will air more than 100 times during NBC Sports Network and MSNBC broadcasts. The Olympics, held in London, kicked off Friday and run through Sunday, Aug. 12.
Century 21 ran a 30-second "Smarter, Bolder, Faster" spot in February during the third quarter of Super Bowl XLVI. The ad featured real estate mogul Donald Trump, NFL Hall of Famer Deion Sanders, and U.S. Olympic speed skater Apolo Ohno.
"Earlier this year we showcased the capabilities of our real estate professionals on the largest single-day sports event in the U.S. with our first-ever Super Bowl commercial," said Bev Thorne, Century 21’s chief marketing officer, in a statement. "Now our commercials will air throughout the next two weeks during what we expect will be the most viewed games in television history."
According to TV metrics tracking firm Nielsen, 40.7 million Americans tuned in during prime time to watch Friday’s opening ceremonies, a record for the games, the Los Angeles Times reported. The total audience for the event is expected to exceed 200 million.
Century 21 "Smarter. Bolder. Faster." TV spot screen shot courtesy of Century 21.
Century 21 is also an official sponsor of U.S. Soccer, a deal that includes TV spots, field signage, print ads and co-branding.
Earlier this month, Century 21 received a Hermes Creative Award for its mobile gaming advertising campaign. In June, the company announced an Internet radio advertising agreement with Pandora.
Century 21 claims that more than 7,250 independently owned and operated brokerage offices are affiliated with the company in 73 countries and territories.