Red Tettemer O’Connell + Partners launched a new campaign for the California Association of Realtors entitled “Long Story.”
The campaign title refers to the long stories individuals in the pair of ads tell when asked questions about the origins of a dog “Biker” and a shirt “Cool Shirt” — each beginning with a California realtor. In “Biker” (above), which gains lots of points for a bulldog wearing biker goggles (although he should probably also be wearing a helmet), two women ask a biker where he got the dog. “Well, I met this nice fellow Dan, he’s a realtor,” the biker begins. The realtor snagged them a house with a large garage and from there a string of circumstances led to adopting the dog.
“Cool Shirt” follows a similar formula, continuing the approach of last year’s “Ripple Effect” effort highlighting California realtors’ role in the state’s economic growth. Both spots end with the line, “What starts with one California realtor benefits all of California.” Social and digital campaign elements will roll out throughout the rest of the year.
Credits:
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
Group Creative Director: Ryan Scott
Creative Director: Todd Taylor
Art Director: Matthew Gould-Lucht, Michelle Maben
Copywriter: Chase Doutre, Tedd Wood
Producers: Joe Mosca, Meg Dibley
Interactive Creative Director: Derek Little
Interactive Designer: Hannah Dillon
Social Strategy: Annie Heckenberger, Allison Hartman
Account Team: Carla Mote, Susan Baraczek, Gillian Darr, Bergan Foley
Production Company: Wild Plum
Director: Vance Malone
Director of Photography: Marc Greenfield
Executive Producer: Shelby Sexton
Producer: Mike Garcia
Color Correction: Alkemy X
Colorist: Janet Falcon
Radio Production: Alkemy X
Engineer: Bob Schachner
Editing House: Red Alert (RTO+P)
Editor: Chip Schofield
Music House: APM
Sound Design: Alkemy X
Sound Designer: Bob Schachner
Audio Mix: Alkemy X
Mixer: Bob Schachner