Coldwell Banker feels the pain of every American whose shelter-in-place experience has sometimes felt like a slow, claustrophobic journey to crazy town.
But in a new spot debuting during the NBA’s accelerated season, the brand puts a positive twist on that shared experience, showing peeks into the activities people are starting to enjoy with the country’s partial reopening.
And after those outdoor meals or family visits or day trips, what’s next? That’s right—a return to the familiarity of home, which isn’t such a bad thing after all, according to the campaign.
“We’ll say we’re sick of home, but yet we still all want to go back there,” said David Marine, Coldwell Banker’s CMO. “We appreciate what we’ve missed as we get back to some of those activities, but we also appreciate the place that kept us all safe. It’s still one of the best places to be.”
Coldwell Banker, with longtime agency Siltanen & Partners, is rolling out the hero anthem and shorter versions of “All We Have” this month, starting with digital, social and streaming.
The spot was produced remotely and built with user-generated content and clips from the real estate giant’s brokers. After putting out a call to its network for footage, the brand received “hundreds of submissions, from the bizarre to the mundane,” some based on TikTok dances and others on social media challenges that went viral, Marine said.
The new work is Coldwell’s first foray into NBA programming, as sports-starved viewers flock to live play that has just resumed. Those millions of fans, with a roughly even male-female split, mesh well with the brand’s target demo, Marine said.
The ad continues the company’s steady drumbeat of communication since the coronavirus hit in March. Unlike many marketers, Coldwell didn’t put its advertising on hold during lockdown, premiering a poignant, already-completed ad called “Guiding You Home,” set to the classic Simon & Garfunkel tune, Homeward Bound, in mid-March.
The brand followed up with remixes of that spot, along with specific call-outs of its frontline worker characters and celebrations of everyday folks in similar essential jobs.
The content, most of it on digital and social, was Coldwell’s way of “paving the road to recovery for our agents and their clients,” Marine said. “We started building toward the light at the end of the tunnel.”
Coldwell, which used “Guiding You Home” to unveil its first rebrand and logo makeover in 40 years, has tried to choose its words carefully and sensitively during the public health crisis. That extends to “All We Have,” Marine said, with its “timely yet timeless” approach.
“We specifically don’t talk about ‘normal’ or ‘the new normal,’” he said. “We don’t think anyone can define that.”
The brand has traditionally advertised heavily in college basketball games and had a full schedule for this spring’s NCAA March Madness. When that tournament canceled, Coldwell pivoted its media plan and significantly boosted its online presence.
“All We Have” will run in 15-, 30- and 60-second versions on Hulu, social, digital and on cable TV during the rest of the NBA season. “Guiding You Home” will air Monday night when the L.A. Lakers play the Utah Jazz and the Memphis Grizzlies face the New Orleans Pelicans.