Elizabeth Banks Helps People Find Their Dream Homes … in Their Actual Dreams

Realtor.com's advertising gets stranger still

Boy, Elizabeth Banks can sure get inside your head.

The actress returns for a self-consciously wacky house party in Pereira & O'Dell New York's latest work for Realtor.com. In new ads, she invades the homeowner fantasies of prospective buyers, to tout the client's site. 

Tagged "Dream home. Find home. Own home," the new work is much sillier than last year's "Real Estate in Real Time" push, which also starred Banks, and was created by the same client-agency team.

One spot takes place in a "Dream Bathroom," with Banks popping in for a chat with a hairy dude who plays paddleball while a floating razor gives him a shave: 

"Not only is dreaming about your next home a good thing—being able to find that dream bathroom or dream closet in a home for sale is a reality with Realtor.com," Andrew Strickman, head of brand and creative at the company, tells AdFreak. "Every spot we shot focuses on that core message and that core benefit."

Next, Banks takes her schtick outside, for a commercial on a guy's "Dream Deck," where snacks, beers and puppies rain down from fluffy clouds: 

We wonder what Freud would make of these dreams? Well, sometimes a deck is just a deck.

Strickman says the ridiculous tone of the latest spots was designed to reach a broad audience. "The home search process can begin in your early 20s, and certainly last well into your later years," he says. "Thankfully, Elizabeth appeals to millennials, Gen Xers and baby boomers. She's a smart, hilarious everywoman whom people immediately relate to." 

Upcoming digital components include an eight-episode faux talk show with Banks interviewing assorted "dream pals" from her own dreams, a series of vignettes for Instagram and Facebook, and a "Home-blebrag Video Generator." These elements target millennials, "who make up the largest proportion of first-time homebuyers and need the most information as they begin their search," Strickman says. 

That content drops soon, and you can preview more Banksian footage in the behind-the-scenes clip below, which includes scenes of a T-Rex riding a treadmill (that's why dinosaurs went extinct, by the way) and a human-size fork (with eyeballs, naturally): 

There's also a Q&A with Banks here: 

"Wanting to find and live in the home of your dreams is a universal truth," says Dave Arnold, executive creative director at Pereira & O'Dell. "We were given a lot of creative freedom to bring the work to life." 

Realtor.com's competitors have been busy bringing their campaigns to life as well, with recent efforts running the conceptual gamut from Zillow's emotional reflections on the meaning of home to the National Association of Realtors' breezy tie-in with Modern Family's Realtor dad, Phil Dunphy (actor Ty Burrell).

"Our research has shown that even with the crowded category, our message and our brand have been able to rise above, in part because of this humor"—first employed, with far greater restraint, in the brand's previous ads with Banks, Strickman says. 

Indeed, the actress' charm and star power, channeled here in expert fashion by Dummy Films director Harold Einstein, could help Realtor.com's kooky campaign stand out from the crowd.

That said, the two spots released so far feel like a crowded house, crammed with visual jokes, repartee and brand messaging. It's tough to take it all in on first viewing, or even fully figure out what's going on. 

Still, we prefer Banks' dreamy pitch to the laser-shooting-eyeball approach of Vancouver real-estate agent Patricia Houlihan. Now that's the stuff of nightmares.

CREDITS

Company: Realtor.com

Head of Brand and Chief Creative: Andrew Strickman

Director of Brand Marketing: Roop Ghangas

Agency: Pereira & O'Dell, N.Y.

Executive Creative Director: Dave Arnold

Creative Director: Jake Dubs

Creative Director: Sara Worthington

Copywriter: Michelle Lamont

Art Director: Alex Parodi

Production

Head of Content Production, New York: Tennille Teague

Producer: Gabriela Tamariz

Account

Managing Director: Cory Berger

Account Director: Annika Roden

Senior Account Executive: Rosie Boskett

Account Coordinator: Riley Alexander

Planning/Strategy

Brand Strategy Director: R.G. Logan

Associate Communications Strategy Director: Ashley Wells

Senior Strategist: Justine Sarfan

Senior Communications Strategist: Charley Cobbins

Senior Communications Strategist: Breanne Brock

Business Affairs

Business Affairs Director: Russ Nadler

Production

Company: Dummy Films

Director: Harold Einstein

Executive Producer: Eric Liney

Editorial

Company: Arcade

Editor: Jeff Feruzzo

Editor: Dave Anderson

Editor: Ali Mao

Assistant Editor: Laurel Smoliar

Post Producer: Gavin Carroll

Exec Producer: Sila Soyer

Color & VFX

Company: The Mill

Producer: Anastasia Von Rahl

Producer: Veronica Ware

Coordinator: Carlos Zalapa

Coordinator: Samantha Hernandez

Creative Director: Corey Brown

Creative Director: John Leonti

2D Lead: Tara Demarco

2D Lead: Tim Rudgard

2D Lead: Keith Sullivan

2D: Jeff Langlois

2D: Kelsey Napier

2D: Tom Van Dop

2D: Tim Crabtree

2D: Heather Kennedy

3D: Erik Zimmerman

3D: Christina Ku

3D:Mike Garcia

Design: Clare Carrella

Audio

Company: Heard City

Engineer: Phil Loeb

Engineer: Dan Flosdorf

Music

Music Company: Search Party Music

Producer: Meghan Currier

Executive Producer: Winslow Bright

Performed By: Chris James 


@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: June 2, 2016 https://dev.adweek.com/creativity/elizabeth-banks-helps-people-find-their-dream-homes-their-actual-dreams-171789/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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