Re/Max's first ads since it went public are here, and they're Zooey Deschanel-grade quirky.
Four new spots by Leo Burnett in Chicago, which the 40-year-old company tapped in August, feature eager people looking for their dream homes and Re/Max agents guiding them to something even better—though in a different way—than what they'd imagined.
The tagline is, "Dream with your eyes open," but one spot puts it best: "With a Re/Max agent, you'll see how much better than a dream home the right home can be."
While the ads have an odd (and vaguely annoying) rhyming pattern in the voiceover, there's something endearing about the heart of the message. Re/Max is pitting expectations against reality, and trying to show that sometimes the reality can be better.
Agency: Leo Burnett/Lapiz USA
Ad or Campaign: “Dream With Your Eyes Open”
Executive Creative Director: Laurence Klinger
Creative Director: Manuel Torres
Associate Creative Director, Art Director: Flavio Pina
Associate Creative Director, Copywriter: Lizette Morazzani
Executive Producer: Ken Gilberg
Producer: Mariana Perin
Senior Music Producer: Chris Clark
Executive Vice President, Director of Planning: Wells Davis
Vice President, Strategy Director: Howard Laubscher
Strategy Director: Felipe Cabrera
Executive Vice President, Account Director: Richard Roche
Vice President, Account Director: Ernesto Adduci
Account Supervisor: Sara Abadi
Account Executive: Spencer Colvin
Production Company, Visual Effects: MPC
Directors: Paul O’Shea, Dan Marsh
Executive Producer: Asher Edwards
Line Producer: Zak Thornborough
Post Producer: Diana De Vries