Movie fans tuning in to this year’s Academy Awards will once again be seeing the Coldwell Banker Real Estate brand, as the franchisor airs a 30-second spot publicizing a partnership with Adopt-a-Pet.com to find homes for 20,000 dogs.

It’s the third year in a row that Coldwell Banker has launched a national TV ad during the awards show, and the “Homes for Dogs Project” could provide some imagery that will keep many of the expected 40 million viewers glued to their screens.

Coldwell Banker’s national ad agency, Siltanen & Partners, dreamed up the “Homes Best Friend” commercial that will debut on ABC during the Academy Awards on Sunday, Feb. 22.

As described by Coldwell Banker, the ad opens “with an originally produced country song slowly playing over images of dogs longingly waiting for their owners to return home. The mood and music quickly pick up tempo as the dogs see their owners, capturing the magical feeling both pet and owner share the moment the door swings open.”

The Realogy franchisor says its network of 87,000 sales associates will host adoption days and partner with animal shelters in the Adopt-a-Pet.com network.

Another Realogy franchisor, Century 21, has been using Super Bowl ads and other TV spots to build brand, as have Berkshire Hathaway HomeServices, Re/Max and Redfin.

A forecast released today by Borrell Associates projects spending on online advertising by real estate agents and brokers will actually decline by 2 percent this year, to $10.5 billion, in part because money is being funneled into television and cable advertising campaigns aimed at prodding millennials and other reluctant homebuyers to get off the fence.

Show Comments Hide Comments

Comments

Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
The best event in real estate kicks off next week! Tickets are selling quickly.Register Now×
Limited time: Get 30 days of Inman Select for $5.SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription