If there’s one thing Netflix’s Santa Clarita Diet has taught us, it’s that Realtors (not to be confused with real-a-tors) can roll with just about any situation. While for most that probably doesn’t include cannibal curses, there are still plenty of eccentricities to be found in the home-buying process.
In Arnold’s new ads for the National Association of Realtors, we see some of the ways house hunters test out a potential living space, whether that means lying on the Brazilian hardwood floors, yelping into the vaulted ceilings or just showering while fully dressed.
The key to each ad is the Realtor’s nonplussed reaction and generally supportive demeanor. While quirky buyers are nothing new in realty ads, the reactions from agents are usually used as punch lines to land the gag. This time around, they’re completely unfazed and happy to let you take as much time as you need to weird out.
“In our research, we uncovered that one of the things people like most about Realtors is that they’re forgiving of a client’s home-buying eccentricities—their insecurities, their weird obsessions,” says Josh Kahn, Arnold svp and creative director. “They don’t judge; in fact, they do the opposite. They embrace those eccentricities to help a client identify the perfect match.”
The spots are directed by MJZ’s Perlorian Brothers, for whom oddity is old hat. You might remember them for making the smoooothest financial ads of all time for Sweden’s Klarna.
Like the best of the Perlorian Brothers’ work, the new Realtors spots manage to be both minimalist and visually rich, which works especially well with the setting of a staged house on the market.
“The Perlorians have such a unique aesthetic,” says Arnold svp and creative director Nate Donabed. “The way they compose a frame, their color choices, their instincts on casting—their work truly looks like no one else’s. They were the perfect choice for this.”
Client: National Association of Realtors
Creative Agency: Arnold
Chief Creative Officer: Icaro Doria
Executive Creative Director: Sean McBride
SVP Creative Directors: Nate Donabed and Josh Kahn
Creative Director – Art: Guilherme Racz
Creative Director – Copy: Lucas Casao
Copywriter: Clark Chamberlain
Producer: Emily La Pierre
Business Affairs: Taylor Thomas & Danielle Ivicic
Marketing: Vallerie Bettini, Anthony Modano & Lauren Santella
Strategist: Molly Chisholm
Director: The Perlorian Brothers
Production Company: MJZ
Editor: Pete Warren/Peel&Eat
Cinematographer: Maya Bankovic
Production Designer: Jay Pooley
Wardrobe Stylist: Adelle Gaudet