Jonathan Chancellor | 3 February 2013

Century 21 Super Bowl ad a marriage of property and cheekiness

Century 21 Super Bowl ad a marriage of property and cheekiness

The Century 21 estate agency franchise has returned to the Super Bowl commercial arena.

Their television ad suggests estate agents are more helpful than doctors, at least when you're having a housing emergency. Like a groom not overly excited about moving in with his in-laws.

The 2013 Super Bowl commercial has some fun with the old “monster-in-law” stereotype set at a wedding in a church, with the couple getting ready to say I do.

The bride’s mother tells the groom, “we’re going to be one big happy family” – i.e., that soon they will all soon be living under the one roof.

It causes the groom to faint.

“Is there a Century 21 agent in the house?” the bride asks desperately.

Luckily there is, and with the aid of his smartphone he can find the couple their starter home.

The pitch is Smarter. Bolder. Faster for the franchisor of one of the world's largest real estate sales organisations.

The ad, created by Red Tettemer + Partners in Philadelphia, is scheduled to air in the first commercial pod of the second half.

There are three other similarly themed spots, with plots based around having a baby, sending a child to college, and winning the lottery.

"Our agents are at the heart of our business, and their customers rely on them during critical times in their lives," said Bev Thorne, the chief marketing officer of Century 21.

"These commercials celebrate our agents' dedication to customer service in a fun, creative way and will keep the Century 21 agent top-of-mind with consumers in advance of the spring home buying and selling season."

Adweek.com indicates that Century 21 made its Super Bowl debut last year, when it introduced the "Smarter. Bolder. Faster" positioning.

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