CREA takes a SWAT at foolish homebuyers

The Canadian Real Estate Association (CREA) and creative agency Union have created a new TV spot to get potential buyers to understand the value of having a realtor. To do that, they brought out the heavy artillery. “The goal is to get Canadians and homebuyers to understand some of the pitfalls that are unknown to […]

The Canadian Real Estate Association (CREA) and creative agency Union have created a new TV spot to get potential buyers to understand the value of having a realtor.

To do that, they brought out the heavy artillery.

“The goal is to get Canadians and homebuyers to understand some of the pitfalls that are unknown to us in buying and selling a home and some of the skills real-estate agents bring to the table,” says Subtej Nijjar, a partner at Union. “The goal was to show the value of what a real-estate agent brings to the process of buying and selling a home.”

The 60-second spot that’s airing online shows a SWAT team raiding a hose in the middle of the night – a misunderstanding that a realtor may have helped to avoid.

The video is running as online pre-roll while a TV version is airing nationally, Nijjar says, along with supporting print and radio ads. He adds they want the commercial to feel similar to the content you watch everyday on TV and not simply like a generic commercial.

“We wanted to make the concept feel like a natural part of the viewing content people are used to,” says Nijjar.

The ad has attracted a considerable amount of attention outside of Canada. Randall McCauley, vice-president of government and public relations at CREA, says much of the praise and attention has come from England and Australia, and the reaction has played itself out on twitter.

The new spot is part of an ongoing campaign, but is the first wave of communications that Nijjar calls the “video strategy approach.”

Advertising Articles

On the Move: Changes at Google, H+K, DAC, Dynamic Outdoor

A weekly recap of who's headed where in Canadian marketing and communications

How to make social causes successful businesses? SING!

Lift taps into the 80s to drive awareness of a different kind of charitable org

Ads You Must See: Not the gourmet meal they expected

A few unsuspecting folks have to eat dog food, but 'Old TV' is the real bully

Is there a place for crying at work?

Experts debate whether tears are a relatable experience or 'career suicide?'

Make-A-Wish launches first Canadian-made PSAs

'FUNraising' avoids somber tones to build awareness with a bit of fun

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

FCB named BMO’s lead agency

Agency replaces Y&R, will continue BMO's attempts to humanize its brand

ZAK rounds out hiring spree with three more additions

Gail Pak, Alicia Brown and Samantha Angu join the Toronto agency