Coldwell Banker has announced its latest advertising campaign — “Blue.”

The company did a soft launch around the concept in January with “Turn CES Blue,” and they’re making it official with an 80-second commercial that senior vice president of marketing David Marine calls “a rallying cry” for Coldwell Banker’s 91,000 sales associates around the world.

The commercial lists all positives of the color blue, such as it’s rank as many country’s favorite color, the color of a first-place ribbon, the color of the ocean, the color of royalty and the color of being of cool, calm, collected and compassionate.

“You name it, blue rocks it,” the commercial proudly announces. “…Welcome to the home of the true. Welcome to the home of the blue.”

Marine says his team chose “Blue” because it’s a longstanding element of the company’s brand and culture, and it even makes an appearance in many of Coldwell Banker’s initiatives and events, such as Gen Blue Gives Back and the Generation Blue Experience.

“With this campaign, we really wanted to look at, ‘What does it mean to be part of Coldwell Banker?’ and ‘What do people associate us with?'” he said in a phone interview with Inman. “It was a great way to tell our brand story. It was an expression of our value proposition as well as our culture.”

Marine says the initial feedback has been “fantastic” and that the Coldwell Banker network has “gotten behind the theme,” in their offices and on social media, creating a momentum the company plans to galvanize throughout the year.

The next ad, “Blue is fast,” will focus on Coldwell Banker’s proprietary platform CBX, which enables agents to use big data to create listing presentations for potential sellers. They’ll also be using “Blue” as an overarching theme for an upcoming leadership summit in March.

“The Blue campaign represents the power of our brand, people and team. Coldwell Banker is a leading real estate brand, and has been for more than 111 years. But beyond our history of expertise and honesty, powerful presence, and state-of-the-art technology, is our culture,” said president and CEO Charlie Young in a statement.

“Our Gen Blue network is the force behind our brand’s success and the inspiration for this digital ad campaign,” he added. “We are showing real estate professionals how the power of Blue can help bring them an unbeatable edge and help take their career to the next level.”

Email Marian McPherson.

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