March 28, 2017 // Franchising.com // Madison, N.J. - Ralph Waldo Emerson penned the notable phrase, "A house is made with walls and beams; a home is built with love and dreams." Today, Coldwell Banker Real Estate LLC, the original Silicon Valley real estate startup founded in 1906, debuts one of the highest-rated ads of all time, titled “Somebody to Love”, capturing the essence of Emerson in a story about the joy pets bring to our homes.
The spot tells the parallel stories of two lost souls. It begins with a shot of a man who has clearly said goodbye to someone he loves, as he longingly looks at a picture frame beside his bed. It then pans to a stray dog who is wandering the streets. The two meet at an adoption event, and an original soundtrack plays “you rescued me,” when he brings the dog home.
The spot can be viewed at www.coldwellbanker.com/homesfordogs.
Ace Metrix, the leader in measuring the impact of television and digital advertising, scored “Somebody to Love” as the highest rated real estate ad of all time, and one of the top 20 in all categories. It scored 779 in likeability, higher than any ad debuted during the 2017 Super Bowl.
Tweet: New @coldwellbanker ad is one of highest rated spots of all time via @Ace_Metrix: coldwellbanker.com/homesfordogs
The spot is part of the three-year Coldwell Banker® brand campaign called the “Homes for Dogs Project,” initiated in partnership with Adopt-a-Pet.com, North America’s largest non-profit pet adoption website. Together, the organizations have helped find homes for more than 20,000 dogs online and through more than 675 adoption events as part of a national adoption weekend. The “Homes for Dogs Project,” has its next national adoption event slated for September 9-10, 2017.
Staying true to its mission, the Coldwell Banker brand purposely chose an adopted dog named Scout to star in the spot. Viewers can learn more about her story and watch other behind-the-scenes footage at coldwellbanker.com/homesfordogs. To further the campaign’s impact, the Coldwell Banker brand is also teaming up with Givewith, a philanthropic platform that allows companies to underwrite consumers’ charitable donations. The platform will allow consumers to click a button and Coldwell Banker will donate money to Adopt-a-Pet.com.
Tweet: Pass the tissues! Rescue dog stars in new @coldwellbanker ad coldwellbanker.com/homesfordogs
“When I think about the last couple of years, I’m struck by the outpouring of love we have seen through the Homes for Dogs Project. Hundreds of Coldwell Banker agents and offices held adoption events in their own communities. This spot kicks off year three of our campaign in a singular story, capturing the magical feeling and joy pets bring to our home.”
- Sean Blankenship, chief marketing officer for Coldwell Banker Real Estate LLC
“It’s always been our mission to find homes for adoptable pets through our network of more than 17,000 local animal shelters and rescue groups. We couldn’t think of a more fitting partner than Coldwell Banker for the Homes for Dogs Project.”
- David Meyer, CEO of Adopt-a-Pet.com
“Somebody to Love” is part of the Coldwell Banker® brand’s larger campaign strategy to tap into the hearts and minds of consumers. In May, the brand will be releasing a series of vignettes that play into the practical side of home buying and selling.
The ad spot was conceived by Siltanen & Partners, the national advertising agency for Coldwell Banker Real Estate LLC. It was directed by Jonathan David, under the direction of Executive Creative Director, Rob Siltanen.
Adopt-a-Pet.com is North America’s largest non-profit pet adoption website. We help over 17,000 animal shelters, humane societies, SPCAs, pet rescue groups, and pet adoption agencies advertise their purebred and mixed breed pets for free to millions of adopters each month. Sponsored by the pet lovers at Purina, the Petco Foundation, and Bayer AnimalHealth LLC, we help homeless dogs, cats, and even rabbits and other animals go from alone to adopted. But we don’t stop there. Adopt-a-Pet.com also provides valuable information on the human/companion animal relationship to help keep pets healthy and successfully living in their loving homes. Visit our Facebook page and blog for supportive content and articles, and our YouTube channel for entertaining and informative pet training videos, all produced by our staff of experts in animal training and behavior, as well as human psychology.
Since 1906, the Coldwell Banker® organization has been a premier provider of full-service residential and commercial real estate brokerage services. Coldwell Banker Real Estate is the oldest national real estate brand and franchisor in the United States, and today has a global network of 3,000 independently owned and operated franchised broker offices in 49 countries and territories with more than 88,000 affiliated sales professionals. The Coldwell Banker brand is known for creating innovative consumer services as recently seen by taking a leadership role in the smart home space, being the first national real estate brand with an iPad app, the first to augment its website www.coldwellbanker.com for smart phones, the first to create an iPhone application with international listings, the first to develop an iPad application (CBx) to easily bring big data into home listing presentations, and the first to fully harness the power of video in real estate listings, news and information through its Coldwell Banker On LocationSM YouTube channel. Coldwell Banker is a leader in niche markets such as resort, new homes and luxury properties through its Coldwell Banker Previews International® marketing program delivering exceptional experiences for all consumers served.
Coldwell Banker Real Estate LLC
CooperKatz for Coldwell Banker Real Estate LLC
SOURCE Coldwell Banker Real Estate LLC