In its new television ad campaign, launched this week for the spring selling season, Coldwell Banker Real Estate is focusing on the deepest, most personal meanings of homeownership.

The new ads feature the voice of "Magnum P.I." television star Tom Selleck, whose father had served as an executive with Coldwell Banker for 38 years. When Selleck found out he was selected for the ad campaign, he reportedly told his mother that he "was at last in the family business."

"All we see is negativity in the market," said Coldwell Banker Real Estate Chief Marketing Officer Michael Fischer. "People are putting their life on hold," he said.

"No one’s talking about the positive aspect of homeownership." That’s where Coldwell Banker wanted to be a leader, he said, to bring the industry’s conversation into the emotional, psychological realms of homeownership.

A 60-second anthem anchors the campaign. There is a visual montage of sunny, family- and home-filled, and sensory-brimming images, and a slow crescendo of whistles followed by a chorus and guitar-chord melody, with Selleck tallying up the values of homeownership.

"Start by taking the smell of pancakes on a Sunday morning and times that by the sound of kids laughing from the bottom of their bellies … minus the struggles of the outside world; add the power of a bedtime story; and times that by the square root of a grandmother kissing her grandchild," Selleck says.

"Multiply all this by about 50,000 memories and 100,000 smiles, and then you have a value of a home."

The campaign, which will air March through June on ABC Wednesday prime-time programming, NBC, HGTV, ESPN, A&E, FX and USA, also includes three 15-second TV spots featuring pets, kids and backyards, and a 30-second spot focusing on innovation. The Siltanen & Partners ad firm directed the campaign.

See the ads below:

Show Comments Hide 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
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
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
×