Marketing

Yet another perk of homeownership: catch in the backyard

Coldwell Banker ad will debut during ESPN's 'Baseball Tonight'

There are the rational arguments for homeownership, and there are the emotional ones. When you own, nobody can tell you how big your dog can be -- or that you can't have one.  You want to play catch with your kid? Just step into the backyard. For the past few years, Realogy franchisor Coldwell Banker has been promoting its brand by telling stories "about the moments and memories that make a house a home." There's the "Home's Best Friend" TV spot that debuted last month during the Academy Awards, in which homeowners are greeted by their dogs when they walk in the door. Now Coldwell Banker will capitalize on its fourth year of sponsoring ESPN's "Baseball Tonight" by debuting an ad in which "only a few things matter; two people, their mitts, a baseball and a backyard." That's how Don Draper might pitch it, but the “Catch” spot was actually dreamed up by the franchisors' national ad agency, Siltanen & Partners, the same bunch responsible for "Home's Best Friend." ...