California Association of Realtors’ new ad campaign aims to connect Realtors with communities

And notice how no one is using a mobile device
  • 1,200 commercial spots will run during California's peak season.
  • Realtors have a greater impact on the community than just the transaction.

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The goal of an ad campaign is to leave a lasting impression. Impress something so profoundly the viewer can do all but forget your message when prompted by something as simple as "Cool shirt. Where'd you get it?" California Association of Realtors' new ad campaign aims for this with its new commercials. And in doing so leaves out any suggestion of a mobile phone. "You really need a Realtor and that kind of personal relationship to help you navigate," said Steve Red, president and chief creative officer at Red Tettemer O'Connell and Partners. In 2015, CAR tapped Red Tettemer O'Connell and Partners (RTO+P) to develop a series of commercials and media spots. RTO+P delivered an idea revolving around the ripple effect: Fast-cut commercials explaining how a CAR real estate agent is the catalyst to the great many things we achieve in life. "The idea behind it was to demonstrate the positive effects that come out of the great actions of realtors," Red said. "To show off...