Just caught Coldwell Banker’s new campaign on TV while watching some animated movie with the kids.  Here it is:

Wow, what an improvement over the misguided Talking Heads campaign:

I do think CB should have stressed the 103-years of experience thing just a bit more.  Talked about how they’ve seen ups and downs, and helped clients through good times and bad, etc.  Something kinda like this ad:

Since Coldwell Banker is probably the only real estate brand that could do a “heritage” ad like this, I rather think it ought to play up that advantage.  Especially now.

But that minor kibitzing aside, the new ad is effective all around.  It’s emotional in just the right way, strikes the right tone of positivity and reassurance, and reminds people that a house is not a bond fund but a place to live.

Back that campaign up with a social media blitz on all channels reminding people about how special their home is, how CB’s heritage helps in this time of uncertainty, and the like, and I think CB has a winner on its hands.

Anyhow, kudos to the marketing team at CB.  They got this one right, in my view.

-rsh