GMAC Real Estate Makes Emotional Pitch

CHICAGO GMAC Real Estate has launched a new brand identity in an advertising effort via independent boutique Alchemy Creative Studios.

The effort, which includes television and print advertising as well as a new logo and signage, began rolling out in New England and New Jersey earlier this week. It will move to Chicago in the fall and San Francisco next year, according to the company.

The new work, which carries “Live the way you dream” as a tagline, shows people going about their daily lives in their homes, e.g., practicing a golf swing, painting, pulling into their driveway. On-screen text explains the company’s services, from buying and selling to titles and closings, while trying to make an emotional tie. “Home connects all of us, in the most subtle ways,” reads one line.

According to Monahan, “The work we’ve developed for GMAC is the result of 12 months of intense group collaboration here at Alchemy,” said Jeff Monahan, CEO of the Boston agency, in a statement. “Simply, it’s the best work we’ve done yet.”

Spending on the effort was not disclosed. GMAC, which is based in Oak Brook, Ill., spent $6 million on advertising last year, according to TNS Media Intelligence.