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

Saatchi and the CCGSD tackle homophobia in sports reporting

The campaign follows two similar initiatives about gender equality in sports

ASC to crack down on paid social media endorsements

New guidelines for endorsers and influencers to come into effect next year

Torchia Communications wins Alliance Pharmacy Group

Toronto PR shop is the company's first-ever public relations AOR

How to be taken seriously as a young agency founder

Dash agency's Christian Lunny on persuading waffling clients

Global ‘Missing Type’ campaign launches in Canada

After success in the U.K. last year, the blood services campaign has gone global

CRTC issues order for simsub removal

Regulator says no new evidence to suggest broadcasters can't benefit from ad sales

CNN launches Canadian sales effort

News company's long-time ad sales partner Adspace Sales opens Toronto office

Which Olympic ads won with women?

Harbinger study examines what it takes for ads to be memorable

Media.net deal ups the ante in ad tech acquisitions

Telecom firm to take on provider of contextual ads to Yahoo and Bing