RTO+P Tells ‘Long Story’ for California Association of Realtors

By Erik Oster Comment

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

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